From my limited exposure to the practices of the market research firms and marketing agencies, too few business intelligence services provide the capability of making the connections between marketing/media/messaging metrics to internal financial, sales, and marketing databases.

The reason I took a break from blogging was to specifically learn advanced statistical analysis and become fluent/certified in SAS, SQL, and SPSS.

That said, the majority of my experiences in the market have placed a greater importance on understanding consumers/industries through less sophisticated analysis.

This is a nice post. A agree that SPSS and other packages requires skills but maybe not necessarily about mathematics but more about statistics…

But regardless, convincing top management requires the nice dashboard as well as insights. As well:

“Everything that can be counted does not necessarily count. Everything that counts cannot necessarily be counted.” #Einstein

So we need tools that help us do both, of course. We do with

http://My.ComMetrics.com

Statistical indicators as well as the visual effects your c-suite folks want to see.

Thanks again for this insightful post.

Urs
@ComMetrics