BEYOND THE DATA. Why some marketers succeed with analytics and others don’t. (A Medium book). Chapter 1.

“Were there none who were discontented with what they have, the world would never reach anything better.”

Florence Nightingale, Nursing Pioneer and World-Class Statistician

How do you feel or think when you hear the word rebel? Do you have a favorable or unfavorable reaction? Many people I ask say they have an adverse response. Maybe it’s because the word conjures up images of Blackbeard pillaging a Caribbean town, or The Joker wanting to watch the world burn.

However, wasn’t Rosa Parks a rebel…


BEYOND THE DATA. Why some marketers succeed with analytics and others don’t. (A Medium book). Chapter 3.

“If you don’t know where you’re going, any road will take you there.”

The Cheshire Cat (paraphrased), Alice’s Adventures in Wonderland by Lewis Carroll

Let’s return to Chuck, the person in chapter 2 who almost scuttled the $9M pricing project. It was a given his sales were down, but we figured out it wasn’t due to the pricing project. So what was the root cause of the decline and what was needed to reverse it?

Chuck and his team never did figure it…


BEYOND THE DATA. Why some marketers succeed with analytics and others don’t. (A Medium book). Chapter 2.

“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.”

Mark Twain, often called America’s greatest humorist

When I was Senior VP of Marketing and Merchandising for Unisource, then a $5B portfolio company owned by Bain Capital, I led the implementation of a major companywide price increase project. It increased EBITDA by $9 million in one year. And yet it almost got shut down because of internal resistance as a key person…


BEYOND THE DATA. Why some marketers succeed with analytics and others don’t. (A Medium book). Introduction.

“There are a dozen views about everything until you know the answer. Then there’s never more than one.”

C.S. Lewis, That Hideous Strength

Ferraris are distinguished by an unmatched combination of beauty, power, and responsiveness, plus a unique sound that is as carefully tuned as Yo-Yo Ma’s cello. But owning a Ferrari F8 Tributo doesn’t mean you are Lewis Hamilton and can win a Formula 1® Grand Prix.

Much like modern marketing, Formula 1® is filled with massive amounts of technical systems and mountains…

Tim O’Connor

Rebel who’s a quant; CEO / P&L from $0/start-up to $300M+; 6 time CMO, including two billion-dollar-plus; founding team of 3 award-winning startups.

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