where was I - ah...the control...when you or your team set up a control, you can also call it a focal point. Funnel all relevant details that need to be evaluated through it.
Too much politics involved?
That's the beauty of the control...it knows no politics, no gut feelings - just the facts ma'am.
Let the data-driven insights move the decision making. The control is the center of all data, reporting, etc. Now remember, I'm not talking about a tool here - i'm talking about a person or a group. Who cares what tools or technology this control uses. Sorry IT folks, the control is not an IT person or people - the control belongs to marketing - the experts within.
Come to think of it, it's about time people understand that websites are not about technology - they are marketing tools that need to be controlled by marketing through expert controls that are extension of the marketing team.
Wow- what a thought!
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