Life of a Business Principal in Consulting

Definition The practice of using advanced statistical approaches to allocate proportional credit to marketing communications and media activity across all channels, which ultimately leads to the desired customer action. This is the definition from "The Forrester Wave: Cross-Channel Attribution Providers, Q4 2014 report" that can be accessed here .

The other day I was working on a strategy document for one of my consulting assignments. What was strange was that I had access to all information but I was not sure how to present it in a clear way that would mean action from the stake holders. As consultants, the reason we present the strategy and tactical plans is because we hope the stake holders can gain value. However, we always have impediments in terms of selecting the right information to present, providing the right context and suggesting the right set of next level activities. Frameworks for Decision Making Let me start with a simple decision framework that I used to get the strategy document presented.