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Lessons from LucidEra on BI for the mid-market

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Here are two tips from LucidEra veterans Ken Rudin and Darren Cunningham about BI in the mid-market: Forget “freemium” — the new term for free service leading to paid service — and be wary of users’ ability to analyze data.

Rudin co-founded the company and in June saw it fold for lack of renewed funding — in spite of what he described as “extremely happy customers” and a rapidly growing base. At the end, Rudin was chief marketing officer and Cunningham was vice president of marketing.

Unlike in sales to enterprises, the mid-market customers LucidEra pitched typically lacked skill in data analysis and had little time to learn.… Read the rest “Lessons from LucidEra on BI for the mid-market”

Two analysts’ paths

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Yesterday I asked business analysts at the Tableau conference in Seattle about their work. Here are two quick sketches.

• One of the two arrived at her present employer six years ago to do the company’s first analysis of its website sales. She used several years of accumulated data to show which content was making money and which wasn’t. When she had organized the job into a routine, she handed it off to someone else and moved to the next question: What parts of the marketing was working? Again, she worked it into a routine and gave the task away. Next: what were visitors doing on the site?… Read the rest “Two analysts’ paths”

Rejecting stale tech marketing words

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Read a pile of technology marketing and you quickly assume that you alone despise many of the words you keep hearing. They’re words like optimize, leverage, synergy, and utilize. People in this industry don’t really talk like that, do they?

Many don’t, at least not in private, and they don’t tweet like that, either. One tweet trail at Gartner BI Summit complained about exactly this kind of word — these miserable words with all the wild flavor bred out of them like factory-farm tomatoes.

On the list of suggested extinction, Jill Dychè listed optimize and fact-based. Scott Davis listed leverage, co-optition, and dot-bomb.… Read the rest “Rejecting stale tech marketing words”