In a recent discussion with a prospect, I was asked if my company, OpenBI, had vertical specialization with our BI, analytics and big data consulting business. My answer was strategically no. Though we have a number of health care, educational and insurance customers, OpenBI promotes more of a horizontal orientation, with focus on finance, sales and marketing (especially digital). Often but not always, the work for sales and finance customers revolves on performance management – how’s the company doing -- while the marketing clients are bit more “data sciencey,” looking for business “lift” from data and analytics.

Several present customers are in the digital marketing world. For them, a central analytics objective is to determine which of many advertising encounters “drives” prospects to convert/purchase. Of all the digital stimuli, they seek to “attribute” cause and effect in some way, however that’s defined. With this “marketing attribution” information, they can then optimally allocate their advertising dollars across disparate channels.

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