The first step is to assess the existing capabilities within your agency. If you have an analytics team that’s been responsible for implementing Google Analytics on your branded websites, you shouldn’t assume they also have the knowledge to advise clients on the best use of big data.
You need to understand what data problems your clients are facing, and what tools and methods can help solve those problems. Do you need expertise in distributed systems such as Hadoop, Spark, or Cassandra? Or do you need expertise in quantitative methods such as clustering, classification, or natural language processing? When it comes to analytics, always invest in talent before you invest in software. Fortunately, this kind of staff is like a pluripotent cell: they can be put to work on projects at every level of the organization.
Author: Jacob Pitkow