Keynote: Why the Last Mile is All About the First Mile - Marketing Analytics Summit


Anna Smolina

Keynote: Why the Last Mile is All About the First Mile


Tuesday, June 20, 2023


1:30 pm


Pavilion Ballroom


You spend weeks delivering an algorithm, an analysis, or a dashboard only to discover that no one is using it. Not the stakeholders that applied so much pressure, not your peers, not even yourself. We are trained to get to the bottom of difficult issues every day, but how do we create an impact? Anna discusses what last mile analytics are and why they so rarely work. Learn how to assess the impact before getting started, optimize the scope, negotiate with stakeholders, establish appropriate ownership and governance, and organize your teams. This is how we solve business problems and not create new ones.

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