Improving the relationship between data analysts and marketers

Data analysts and marketers historically have not needed to work closely together… today, that has changed. Data analysts have become some of the most valuable people in your marketing team as they can help brands understand consumer motives faster, build intuitive interfaces and trigger customer actions, all by using data effectively. In our last Digital Swarm event we discussed the need for marketers and agencies to build relationships with the data analysts in our business. Most marketing teams don’t yet have full-time analysts employed, so they are reliant on their business analysts to fill the gap in their team. Initially we see marketers focusing on mission critical exercises to build marketing competencies that drive innovation and consumer centricity. A few of these mission critical aspects are discussed here, but are summarised as: Collecting consumer information Consumer information is vast and comes in various forms. Market research companies present deep insight into consumers through reports, catalogues and online systems. This information is a combination of data driven insight and qualitative assessment. While it may be difficult to drive this into our data infrastructure, marketers will benefit from being able to make this information available to their wider stakeholder network. Aggregating siloed data Every marketer is measuring every aspect of the marketing plan, but very rarely are they able to break these reporting techniques out of their respective silos and see the data together. New start-up technologies are starting to answer these questions and we are seeing some products become available that...

What does it take to succeed in a Digital World?

One of the biggest game changers in business (and life) this century has been the introduction of the internet. The internet created a world of connection, a world where its easier to connect and faster to connect. We’re connected to information and people which has lead to business moving quicker, consumers changing faster, messages spreading easier and business launching in less time than ever before. Today is the age where a new innovative competitor can rise within a year by tapping into the power of these connections, changing the way you do business tomorrow. We have seen this with Amazon, Zappo’s, Google, Facebook, Wikipedia, eBay and many other digital businesses. The connection economy, succeeded the information era about eight years ago with the invent of social media. Social media showed us it was possible to create and manage relationships online. In fact, it not only showed us we can but it helped us realise that this is something people have wanted for so long. A better way to connect. So its fair to say that any business that has utilised social media to connect with customers has done well recently, but many have been burnt by the social media world. Many business have declined using social media to connect with customers and have focused on providing strong mobile channels to deliver services and improve customer satisfaction. Almost every business will see benefits from digital connections between themselves and their customers and/or employees, but not every business needs to engage with...

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