Vast, Yet so Narrow. The world of Digital can expand into other areas of the Analytics, but is it true the other way round???
Is the digital data and understanding of digital jargons so much important for digital analysis or can every other area, just include digital into their own domain.
Every organization I have been with, there has always been this conflict and interestingly both the scenarios existed. Every team claimed that they owned the digital channel for their product, but there was also a stand-alone digital team that claimed digital channel for all products or at least tried to.
This method only hindered the progress of product while the small wins always became a fight for credit.
The first thing that comes to my mind is a biased view, of course, because I belong to only one of the above mentioned two teams. But the truth is there is no right or wrong team.
Based on last few years of my experience, all I know is have a centralised team or a decentralised team, none of it is wrong, but having both is surely wrong. It is a waste of money, effort and resources. The “so called” digital experts in the centralised team will not have a say in the product as they don’t own the product; while the “so called” product owners will be too busy to concentrate only on just one channel due to shortage of resources.
True progress can happen only when there are digital experts embedded in every product team owning the digital channel for the product or there is just one centralised team of digital experts for all products and the product teams rely on them for their benefit.
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