marketing data science

Marketers, Data Science is More Accessible Than You Think

Andrea Steffes-Tuttle Marketing Analytics

A recent Forbes article quotes Krill Eremenko, the founder and CEO of SuperDataScience saying, “The most powerful data scientists are those who act as bridges between insights and people.”

How incredibly true. Today’s marketers expect to see insights and results data from the work they do, but there’s a barrier between analysis and understanding.

With a functioning data science and marketing team relationship, companies are able to realize huge impacts like:

  • Illustration and understanding of customer personas
  • Identification of customer and prospect demographics
  • Tracking of target audience responses and sentiment
  • The ability to customize customer and prospect experience
  • Better identification of prospects
  • Improve targeting in campaigns
  • More efficient marketing campaign spend

However, in the same Forbes article, it seems that there is expected to be a shortage in data scientists. The article suggests a few ways for marketers to take advantage of data on their own, given the potentially limited resources.

The recommendations included:

  • ​Break down departmental silos and become better at sharing data across departments.
  • Keep data current and invest in systems that provide real-time data analytics.
  • Invest in data visualization tools to simplify complex data in order to better communicate results and create more collaboration.

A suggestion this article doesn’t make is to empower marketers who are data-savvy, but not quite data scientists with the tools to perform data science practices. There are several platforms, Lityx being one of them, that provide the power of data science to non-data scientists.

Instead of assuming that data science is only accessible to that ever-so-in-demand group of number-crunchers, invest in systems that democratize data science and bring the power directly into your marketing team.

For an example of an organization who armed their business analyst with tools to enable data science applications, see here.