In the world of business, business analysis has often been considered to be in the realm of left-brained analysts, while the qualitative jobs, such as advertising and marketing, the realm of right-brained creative kinds. These two activities, though both essential to the success of the business, hardly speak the same language.
Igor Gamanenko, the Customer Success Manager of Semalt Digital Services, states that the tide of big data has altered the status quo. The creators of this big data are by all definitions the up and coming generation. They live out their lives on social media, having practically all their everyday activities recorded in text messages, digital photos and their playlists as well as their preferences captured by internet cookies.
They converse in text-speak, emoji and memes, all transmitted digitally and transformed to data, which is essentially encoded in bits and bytes. This form of digital marketing data, spawned by digital and social media has brought these two activities together. Therefore, to be successful, business managers of this age have to learn to speak in geek as well as strategy and the
syntax ofboth styles is data.
syntax ofboth styles is data.
If you do not want your business to be left out, you need to embrace data democracy. Big data has become the lifeblood of business activities, thus giving rise to a new democracy of data. It is open sourced and crowd sourced. Also, its volume and variety are great, making it difficult to maintain the traditional reporting process which essentially delivers data in a well-defined process.
Instead, business analysts need to deploy self-service analytics to make sure the front line managers get the data they require to make decisions and take valid actions. With larger volumes of data available in a form that is less processed, a business can implement data governance, analytics, security and reporting as guard rails to ensure the information keeps flowing securely and accurately.
Marketers have had to learn the new syntax of data and analytics. It is no longer enough to target customers based on static demographics. They now need to learn how to identify and react to emerging behavior patterns and preferences that they glean from the digital footprints of their customers.
Similarly, analysts are now learning the language of marketing and how it can translate into customer behaviors and preferences that may be measured and analyzed. In this way, both marketers and analysts can jointly develop data reporting and analytic models that fit the requirements for both back end data and front end reporting. for it.
Most customer objectives are very fluid, and thus cannot be captured in a fixed set of specifications. They are ephemeral objects that come and go, much like ocean waves, and in most cases, the wave is gone long before a report is generated and delivered.
Therefore, if you want to be successful in the contemporary world of Big Data, you need to learn how to integrate quantitative processes such as business analytics and data science with the qualitative process, for instance, marketing strategy and decision analysis. By doing this, you will set yourself up for success in the new digital landscape.