The Great Marketing Data Revolution
Firms are having a difficult time staffing up in this area because this transformation is actually a hybrid marketing and IT process. Think about it. The data are being created by the firm's marketing department. As such, only marketing truly understands not only how the data are being generated, but more importantly why they're important and how this information can be put to actionable use in the future. At the same time, the data are stored within IT's domain, sitting on servers or stacks, or else stored in the cloud. And because the process involves a complete rethinking and reprocessing, it really needs a new type of talent—basically a hybrid marketer/technologist—to make it happen.
Many are deeming this new role that of a Data Scientist. Not surprisingly, because this is a new role, employees with these skills aren't exactly a dime a dozen. You can read about that here in this article that appeared on AOL Jobs titled "Data Scientist: The Hottest Job You Haven't Heard Of." The article reports that, because they're in such high demand, Data Scientists can expect to earn decent salaries—ranging from $60,000 to $115,000.
Know any Data Scientists? Are you involved in a similar reprocessing transformation for your firm? If so, I'd love to know in your comments.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.