Where Is the Data Movement Going?
One day, machines will perform all these tasks flawlessly. Some steps, such as statistical modeling work, will be automated before others. Nevertheless, let’s not forget that human and mathematical elements are the only factors that remained constant during the evolution of data mining and decision science. That was true when the computing time was really precious, and it will be true when computing speed will be 1 million times faster than today.
How will the data players stay relevant in the future? The answer, I think, is having the ability to break complex problems into logical steps and raise questions in mathematically sound ways. Machines, no matter how advanced they may become, will not understand illogical requests. Plus, machines will not fully comprehend motivations of humans, whether they are marketers or consumers.
That is why the customer journey has to be mapped by logical humans with the help of smart machines, taking the best-of-both-worlds approach. I believe developers who understand that human element will help us leap toward the next phase. Not the ones who don’t take stepwise approaches, and not the ones who are completely tool set-oriented.
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 firstname.lastname@example.org.