Jamie Barnes Ishikawa Diagram

Problem Description:

Skills
Current competencies
are in historical
reporting
Limited domain
knowledge
Varying levels of
technical ability
Limited experience /
knowledge of capabilities
of advanced analytics

Data
Inconsistent data quality
Transforming raw data
into useable data is
challenging
Data sets held in
separate silos
Complexity of data

Tools
Our current tools support
historical analysis
Knowledge of advanced
analytics tools is limited
Growing proliferation of
technology which one
is best for us?

Some resistance to
change / transition

Current marketing analytics is focused

on historical reporting. Transition to more
advanced analytics is challenging
Impact/Scale/Cost of the problem

No bespoke
training courses

The level of insight provided from

historical reporting is limited
Data driven decisions are hard to
make
ROI from marketing campaigns is
difficult to establish

Who (individual/function) bears the

burden of the problem
Defining what the
processes should be is
challenging
New analysis tends to be
reactive

Any advanced analysis

currently undertaken is
on-demand

Planning

Processes are not

integrated across
functions

No consistent processes
for requesting & defining
new types of analysis

Process

Marketing Director
Head of Marketing Analytics
Marketing / analytics teams

Potential Solutions:
Team to work on an advanced
analytics project proof of concept
Review structure of team is current
set up working
Training / upskilling
Learn/implement processes being
used by similar functions within RELX