Usually, in a firm you need 2 people, 1 completely out of the reality (entrepreneur), a Visionary. And then an analytic person (CFO or something similar).
The second can be the best professional in the world only if there is the first person....
So, you can be as much analytic as possible but never forget that a firm has to be "Visionary"...
Analytics is the future to more effective customer centric marketing. If you have questions about how to utilize this powerful evolving management tool let me know.
When I work with a company I analyse everything from strengths (of each and everyone, from leaders down to floor level) and all their different strategies (marketing, selling, communication, development, vision, mission, values..) and from that it is always possible to find great ways for improvement. From leadership training to finding everywhere right man at right place, motivate through the mission and improve effectiveness, and finding improvement in existing strategies as well as new ones.
Analytics provide insight into what is happening in the business. It has been said many times that you can't manage what you don't measure. Analytics are used to measure and provide insight.
The key, however, is to measure that what matters most to the business and that the data is correct. Furthermore, having consensus and buy-in from the key stakeholders on both these elements (the right metrics, accuracy and source of the data) is critical. If this is not the case, a lot of time will be wasted on arguing over this, rather than what the analytics are telling you.