Are You Branding Your Internal Analytics Practice?

The first boss I had, after graduating college, taught me two* valuable lessons.   Lesson 1: Invest wisely so that you can make a lot of money, in a relatively short amount of time, so that you can retire early and become a ski instructor in Austria.   Lesson 2: You must treat internal customers like you would treat external customers.  They aren’t going to use your product just because you work for the same company.  You have to market to them and sell them on the value of your services.  If you force your product on them, they will begrudgingly use it while they curse you under their breath.  If you give them the choice, and they select your services, they will reap great rewards and will become your champions.   * To be fair, he was an amazing boss and he taught me many, many more lessons, but these are the two that are relevant for this post.   I took lesson 2 to heart and had the opportunity to put it into practice when I was hired as Web Analytics Manager at Spark Networks.  I was lucky in that I was going into a company that had zero web analytics, I had a clean slate (one of the main reasons I took the job).  As I began wrapping my head around the measure needs of the organization, I also began to think about how I would brand my practice.  Branding to me was as important as the vendor interviews I was conducting.   You may think it silly but I created a small analytics company within Spark Networks — I called it...