Jim Sterne writes: You're busy, so let's start with the conclusion:
Central control is necessary up front
Decentralization is good and happens over time
Centralization is eventually required again
Should you open the doors to the Web analytics tool, let everybody do their own analysis and draw their own conclusions? Or should you retain tight control over the data and spoon-feed those who initially showed no or little interest in the process, but are only looking for numbers to support their conclusion-du-jour? The answer is yes; each in their own time. More...
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