Turning Digital Marketers Into Data Scientists

By — 03.03.16

Turning digital marketers into data scientists. Can you imagine that career change? We’re not suggesting that you should start learning how to write algorithms. There are however, ways you can begin to think more like a data scientist when you’re building your advertising strategies.

As a marketer, I have two loves—coming up with creative ideas to generate awareness of our solutions and digging into the performance data to understand the impact of my work.  It’s right brain/left brain symbiosis. The same cognitive harmony exists with data and advertising.

It’s our job as marketers to understand everything we can about our customers—their demographics, interests, preferences and more. When we have access to this data, we can provide consumers with the products and services that interest them most through the channels they prefer to engage with, whether that’s email, catalogs, paid search, social, or others.

But the reality is—that’s much easier said than done.

80% of the data organizations collect and store is dark, meaning it’s unstructured and unused. So how can you, as a marketer, use this information in a way that’s meaningful for your business and your customers?

Customer data

I’m partnering with Adlucent data scientist Kyle Hiner to outline simple ways that marketers can begin to process, interpret and apply their customer data to improve the relevancy and efficiency of their ad programs. All with the goal of delivering a better shopping experience for customers. Specifically, we’ll talk about what data you need to get started, what tools you can use to do audience-level targeting across channels like search, display and social, as well as where we see the industry heading next.

This is the first of a two-part series that you won’t want to miss. You can register for the March 23rd webinar here. And even if you can’t make it, register anyway—we’ll send you a link to the recording immediately after.

I hope to see you there!


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