What an absolute pleasure for me to welcome Mathieu Llorens (bio here), CEO of AT Internet, as our guest writer this month! Mathieu is a brilliant man who happens to be a very nice person, too. He leads one of the top Digital Analytics solutions in the world, with clients in all continents (disclosure: AT is a client). Mathieu offers an excellent article about how much hype vendors don’t hesitate to use in order to push their products. And this coming from a vendor! Mathieu’s article belongs to the “sanity check” category, my favorite one. Make copies of it, and bring them to your next Marketing meeting!

As for me, I introduce the notion of analytics value chain mapping, and how useful it can be to your optimization endeavors.

Don’t Trust Analytics Vendors

I am French, therefore morose, and I like to wallow in bad news. But this state of mind may offer some genuine lucidity. Not my words but those of the New York Times. In brief, I am French, which gives me a good excuse to continually complain and ruin the atmosphere of the slight euphoria … Continuer