How to Outsource Analytics
1. Many marketers are not equipped to dig deep into the technical realm anyway, and
2. The difference between the most mathematically sound models and the ones from the opposite end of the spectrum is not nearly as critical as other factors I listed in this article.
In other words, even the worst model in the bake-off would be much better than no model, if these other business criterion are well-considered. So, happy shopping with this list, and I hope you find the right partner. Employing analytics is not an option when living in the sea of data.
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.