It is a challenging time to be a marketer. Consumers demand more personalised experiences than ever, and for marketers it feels like the customer’s expectations just keep on rising. In such a complex business environment a sophisticated approach to data is the key to success.
Increasingly, however, CMOs hear from software vendors, analysts, and the business press that it is not enough to be a great marketer these days. In an era of data-driven marketing, they now need to be a data scientist as well. It is worth asking, whether that is really true or even practical. Look around you at your peers in the marketing department. The reality is that your creative director needs more freedom to create. They don’t really need to program in Python or R. Likewise your field marketers do not need a technical specialist’s deep grasp of algorithmic concepts in order to put a qualified lead into the hands of the sales team.
Author: Steven Hayes