Digital Analytics Leadership Transformation
How a global manufacturing company rebuilt their analytics program through leadership structure and governance to deliver measurable business impact
The Challenge: Symptoms of Analytics Leadership Breakdown
The company's digital analytics program showed clear warning signs of leadership and governance failures:
1. Lack of Governance
The company's Adobe Analytics implementation contained:
8,075 user-defined data segments (industry average: 4,000)
1,771 user-defined calculations (industry average: 400)
1,225 custom date ranges (industry average: 1,500)
This extreme proliferation of data resulted in:
Report loading times exceeding 10 minutes
Stakeholder confusion about which segments and metrics to use
Declining trust in data accuracy
"It takes 10 minutes just to load a dashboard, when it does finally load, I don't know if I can trust the data. It's gotten so bad that I'm not sure if it's even worth using at this point!" — Business Stakeholder
2. Stakeholder Frustration
Business stakeholders repeatedly expressed concerns about:
Inability to access timely insights
Confusion about metric definitions
Lack of alignment between analytics and business objectives
Uncertainty about who to contact for analytics support
3. Disconnection from Business Strategy
When the company shifted its online strategy, the analytics team failed to:
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