Data Geeks Must Learn to Speak to Clients
For the folks who are in position to hire math geeks to maximize the value of data, simply ask them “why they would do anything.” If the candidate actually pauses and tries to think from the business perspective, then she is actually displaying some potential to be a business partner in the future. If the candidate keeps dropping technical jargon to this simple question, cut the interview short — unless you have natural curiosity in the mechanics of models and analytics, and your department’s success is just measured in complexity and elegance of solutions. But I highly doubt that such a goal would be above increasing profit for the organization in the end.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at email@example.com.