Day one at X Change was pretty enlightening. I liked the huddle format, where leaders and participants were encouraged to engage in an open discussion on a topic, rather than fall into a presenter-listener relationship. Some huddle leaders were better at facilitating a discussion than others (some really just presented), but overall each of the huddles I participated in involved a good healthy dose of discussion and debate.
Of particular interest to me was the session on "deploying measurement systems across the global enterprise" with Judah Phillips. I came away from this session having synthesized this key idea:
In any global enterprise execution of a web analytics solution there are two frameworks (for lack of a better term) at work. Each framework contains multiple potential models. There's a framework for solution design models, and a framework for solution deployment models. The models in each framework can be mixed-and-matched -- there isn't a correlation necessarily between model 1 for design and model 1 for deploy. The combination of models that works for you will depend largely on the political and structural ecosystem you work in.
Here are the models:
Models for Design
- Decentralized business units or entities with a unified measurement model
- Decentralized business units of entities with a unique measurement model per bu
- Centralized business with a single measurement model
The benefit of model two is that everybody gets what they want.
Model 3 probably only applies if your businesses around the world are essentially identical, and managed from one HQ location. Can't think of where else this would apply.
Models for Deployment
- Crawl, Walk, Run (i.e. roll out basic analytics, then, as Judah put it, roll out dimensions that have meaningfulness to the business, then integrate external data)
- Deploy "meaningful" solution slowly across globe
Model 2, in my experience, is necessary when you have a decentralized organization that can not handle a quickly paced series of small changes, but instead offers you only one window per year (or less) to deploy a solution, or where the decentralized nature means that you have different windows at different times across the different parts of the enterprise around the world, preventing you from orchestrating a carefully controlled series of phases.
Of course, I think there are hybrids, too. I've worked with companies employing multiple combinations of the models for design and deploy...this is what I've seen. What am I missing? What other models are there?