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You mean there are places where analytics aren’t just reporting monkeys?
Once you get high enough up the chain, depending on company, it all just becomes strategy. You just bring a certain domain expertise to the table.
Coach
I find VP to be right... but i also find agencies these days are separating the report and data ops function into central units, because it is so easy to just slap on a dashboard that has automated data cleaning and aggregation as well... all of this can be done by very few people across all clients.
So the analytics team does real data strategy work, a lot of overlap with strategy & planning, but from a more informed position when it comes to all things data and numbers.
I'm getting my associates and managers a seat at the table from planning stage onwards. Planning and strategy is shooting for a seat at the table with creative and brand. Essentially, we all upskill and move upward the value chain.
Someday I hope our salaries go up to match the value we bring to the table as well.