We’ve all heard how the never-ending repository of big data holds the answer to every marketing question imagined. In many ways, this is true.
What’s also true is that with so much data coming from everywhere, marketers can struggle to steer creative campaigns in the right direction. This begs the question: Does every marketing department need a data scientist?
Increasingly, organisations are waking up to this idea. According to a recent report from Procorre, across the EU, the number of data scientist roles has increased by 45% over the past six months alone with the UK leading in terms of demand.
Data scientists and marketing teams each have a unique set of skills. Data scientists are experts in both statistical analysis of big data and interpreting and communicating findings, while marketing teams are brimming with creativity.
But we’ve now hit a point where this creativity is potentially being squeezed due to time spent analysing data. In recent years, marketing has become a revenue centre, rather than a cost centre.
The only way it can continue to work effectively is if teams are sending the right message to, and engaging with, the right people, at the right time.
With marketing rapidly becoming a field of numbers rather than letters, marketers and data scientists need to join forces.
Don’t get lost in the data
Marketing has always been driven by data. However, in today’s climate, the depth and detail of information available means that traditional measures and insights simply won’t suffice.
The typical marketing department’s skill set isn’t well adapted to manipulating spreadsheets full of numbers they don’t fully understand. As a result, for traditional marketers, it is easy to get lost.
Clients today are increasingly demanding, and expecting, to see cold hard figures when it comes to measurement
Data scientists, on the other hand, have the ability to wrap their minds around the statistics, algorithms, programming languages, etc. needed to leverage all this data. What’s more, they also know how to communicate this information in a way that others can understand.
A data scientist, for example, can not only break down the stats on a massive social media campaign, they can also show marketing teams how demographic information from that data set can be used to help target different groups.
This can provide marketers with the necessary insight to better target new potential customers as well as further engagement with established core customers.
When marketers team up with the right data scientists, the wealth of information that previously acted as a roadblock becomes an incredibly useful and invaluable resource.
Marketing has historically been a hard science to measure. Clients today are increasingly demanding, and expecting, to see cold hard figures when it comes to measurement. It’s almost impossible to do this using traditional non-data driven techniques.
Particularly as the role and remit of communication and marketing teams has expanded and evolved.
Again, data is the answer. Data scientists have the tools to help marketing teams more effectively measure success. They think in numbers, so they will naturally attach quantifiable measurements to tactical actions.
Approaching measurement in this way will make it easier for marketers to prove the effectiveness of a campaign.
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What do your customers really think?
Delving into data can also provide organisations with more honest customer feedback. When customers are asked their opinion on a product or service, more often than not, they will give a neutral response.
Only data, for example, purchasing habits, can tell you what they really think. By working with a data scientist and tracking the numbers, you can find out exactly what is driving customers, what aspects of a product or campaign they like and engage with most, and what aspects they like least.
This is true customer interaction in real-time, and can provide organisations with accurate and honest feedback that can help to enhance their overall product as well as improve their bottom line.
Make it a partnership
Data Scientists are set to become an increasingly critical component of every marketing team. This isn’t a case of creative vs. data; it’s about fusing new partnerships and ways of working together to secure future business success.
Data scientists should be viewed as a marketer’s secret weapon, enabling brands to not only spend their marketing budgets wisely, but also helping agencies beat their competition.
Source: Marketing Tech News