When waking up every morning and trying to figure out how to fill out these oversized shoes I have been handed by our two visionary owners, Morten Wulff and Anders Lau, as well as my CEO Christian Dam I feel somewhat like trying to mount a starving Rancor while only wearing a pair of bacon Speedos.

Looks were decieving
It is not that I do not like the challenge; I honestly love it. However it is a task that grows as I entrench myself into the corners of the beast we call online marketing. From miles away it seemed like nothing more than a heavily sedated kitten and I must admit I looked forward to picking it up and petting it gently on its back while it purred predictably with a rewarding look in its eyes.

As the early weeks have soon grown into 1½ months, it has become obvious that the kitten has grown somewhat more threatening and ferocious in the looking glass and thus I have had to adopt a different and more systematized strategy to tame it, let alone pet it.

I love boxes
Categorizing the problems has seemed to work though. I have come to the conclusion that not only do categories help me define a solution to the problem of understanding the beast itself; It also gives me a weapon with which I can use in helping the world taming their own pet Rancor.

I am waking up happy these mornings and seem to get closer every day to a definition of online marketing as a measurable process within an organization. I have defined the categories and subcategories to form the frame of my solution and have made a draft survey to identify and measure precisely which information one of the major category holds and how this impacts the total online marketing organization.

The revolution is at hand
Soon enough I will be riding my Rancor down your busy online highway screaming and waving at you in definance with my Business Intelligence hat in my hand, not entirely unlike Major Kong riding the Atomic Bomb in the end scene of “Dr. Strangelove, or how I learned to stop worrying and start to love the bomb”. At least I hope I will and I will happily tell you all how I did it.

I am sure we will meet again, don’t know where, don’t know when.