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Marketing Teams Will Soon Include "Engagement Scientists" - Marketing Land

Marketing Teams Will Soon Include "Engagement Scientists" - Marketing Land | The MarTech Digest | Scoop.it
Engagement science enables seamless integration between data and marketing strategies. It provides a platform for marketers and data scientists to interact with customers in a meaningful way. Engagement scientists create a better, stronger understanding of how customers interact with their brands, then implement strategic decisions based on analysis.

A growth hacker may practice engagement science, but by no means should growth hacking be equated with engagement science. Yes, growth hackers and engagement scientists both bridge marketing, product and engineering teams.

However, the primary differentiator of engagement science is that it connects its measurements (like email opens and clicks) directly with marketing decisions through statistical models, as opposed to intuition or accepted wisdom.

A data scientist, for instance, excels at drawing insights from data sets, but an engagement scientist takes it a step further and ensures that the analysis turns into value for customers and, as a result, your brand.


MarTech is the best tool available to bridge the gap between Sales and Marketing. 

CYDigital/marteq.io's insight:

Utterly agree with this thinking!! One more step closer to Marketing Engineering.

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Marketers Need Insights Artists, Not Data Scientists - AdExchanger

Marketers Need Insights Artists, Not Data Scientists - AdExchanger | The MarTech Digest | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital/marteq.io's insight:

This is exactly what I mean by "creative use of the technology." MarTech is not solely digital: it needs a large dose of grey matter to keep moving forward in a positive fashion.

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Alvin Lansang's curator insight, April 16, 2015 9:55 AM

We have both. Together with our fantastic Data Scientists, our Customer Insight team brings clarity to data and scientific measurement to emotion. Of course having our platform helps too.

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2015: The Year of the Data Nerd [Infographic] - GetElastic

2015: The Year of the Data Nerd [Infographic] - GetElastic | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

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Today's Data Scientists: More Marketer, Less Scientist - CMO.com

Today's Data Scientists: More Marketer, Less Scientist - CMO.com | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

With business, communication and flexibility skills embedded into the Data Scientist, and the Marketer taking on more of an analytical role, which would you hire?

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3 Ways Analytics Is Helping Marketers Reinvent Themselves - Digital Marketing Blog

3 Ways Analytics Is Helping Marketers Reinvent Themselves - Digital Marketing Blog | The MarTech Digest | Scoop.it

Digest...


The ROI of this data-driven style of mar­ket­ing is clear: increased engage­ment, more ad impres­sions, bet­ter cus­tomer reten­tion, increased sales, etc. I believe three inno­va­tions in ana­lyt­ics are enabling mar­keters to rein­vent themselves.

 

1. Visual Data with Context

Tra­di­tional reports dis­play black-and-white data. It’s just about the num­bers. Adding con­text and con­tent enhances your reporting—the data is col­or­ful, Hi-Def. More impor­tantly, it con­nects peo­ple to their cam­paigns in a more visual way. With con­text and con­tent, your report­ing has the abil­ity to show how the num­bers are con­nected to the cus­tomer experience.

 

2. Action­able Data

As ana­lyt­ics soft­ware con­tin­ues to improve, data is becom­ing sharper and more insightful—the data is smarter now. This smarter data lets mar­keters quickly iso­late cus­tomer insights, which is a key to greater data rel­e­vancy, and it’s enabling mar­keters to make bet­ter real-time decisions.

 

3. Smarter Analysis

With smarter data, analy­sis is sim­pli­fied. You get bet­ter, visu­al­ized data that make insights eas­ier to iden­tify and respond to. This shift has also made it so any­one can now mine data for insights because the tools are there for mar­keters and ana­lysts of all types to dig into the data. Now, busi­nesses big and small can take the data they’ve been col­lect­ing and uncover use­ful cus­tomer infor­ma­tion, which is dri­ving change in the way mar­keters work.

 

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CYDigital/marteq.io's insight:

An analytics professional has to be a part of the Marketing Operations staff. Call it a pseudo data scientist.

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Carolyn M Todd's curator insight, August 5, 2014 7:22 PM

Marketing analytics...new trend or something that has always been a mainstay of business?  What do you think?  This article provides some good insights into how data has changed.

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Digital Marketing: Stop ignoring data and start learning | MarketingExperiments | #TheMarketingTechAlert

Digital Marketing: Stop ignoring data and start learning | MarketingExperiments | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


One of the top takeaways: “Marketers recognize the importance of data, but aren’t widely using it to make informed decisions.” Here are the supporting facts and figures:

  • 76% of marketers agree they need to be more data-focused to succeed
  • 49% of marketers report “trusting my gut” to guide decisions on where to invest their marketing budgets
  • 72% of marketers agree that long-term success is tied to proving marketing return on investment

 

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CYDigital/marteq.io's insight:

You hire data jockeys, or you outsource to a 3rd party data management provider. You can't sit on this stuff: doing nothing is not an option.

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Chuck Taylor's curator insight, September 22, 2014 10:33 AM

The biggest challenge marketers face today is leveraging the multitude of data sources and buying channels to maximize their marketing insights.

Elise Perkins's curator insight, December 9, 2014 11:29 PM

This article talks about how data is not only changing the rules of journalism but other fields, like marketing as well. There is power in the numbers, and its about how you can use those numbers that will insure success in the future, but the old stand by no longer applies. 

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The Data Artist Balances the Art and Science of Marketing - ClickZ | #TheMarketingAutomationAlert

The Data Artist Balances the Art and Science of Marketing - ClickZ | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


It's about gaining the benefit of true analytics without requiring a team of technologists, mathematicians and data analysts hanging over the marketer's shoulder to interpret the numbers. Perhaps most importantly, it's about finding the right balance between the art and science of marketing, combining creativity and the insights from marketing analytics tools to support business decisions.

 

There's a lot of lip service given today to using data to drive more strategic and successful marketing campaigns and other activities. But it's one thing to deliver "descriptive analytics" on the same tired data time and time again, and another to use the data for insights that actively drive more revenue and higher profitability. That's why the distinction between data scientist and a data artist is so important.

 

"A data scientist is responsible for understanding and advancing the nature of data, its collection methods, and the algorithms for processing it .... A data artist is responsible for delivering fresh insights from data to help an organization meet its goals. This is the person who takes the output from decision-support systems and turns it into consumable theories, postulates and hypotheses that can be tested and applied to the business."

 

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CYDigital/marteq.io's insight:

Theory, theory, theory. The notion is spot-on, but try to find someone who fits this description amongst the qualified populace. I'm not disparaging the Data Jockeys: all I'm saying is that it is difficult to find these qualities. And if you do, you'll need to ask why they're not creating a start-up.

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Denis Marsili's curator insight, December 28, 2014 11:57 AM

There's a lot of lip service given to using data to drive more strategic and successful marketing campaigns, but it's one thing to deliver "descriptive analytics" on the same tired data and another to use the data for insights that actively drive...

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Top 10 Ways You Know You’re a Data Scientist - FICO Labs Blog | #TheMarketingAutomationAlert

Top 10 Ways You Know You’re a Data Scientist - FICO Labs Blog | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
As the sexiest job of the 21st century, we thought the data scientist deserved a slogan that could fit on a bumper sticker. So last month we ran a slogan competition among FICO data scientists and other employees.


Excerpt...


Here is our top 10 list of ways you know you're a data scientist as voted on by members of FICO Labs:

10. You think … “So much data, so littl…”

9. You know what heteroskedaskticity* is.

8. Your best pick-up lines all include the word “moneyball.”

7. You look at your grocery bill and try to predict what you will buy next.

6. You think data scientists are cool… and you have a theorem to prove it.

5. The numbers talk back.

4. Counting sheep keeps you up at night.

3. You know where all the insights are buried.

2. You have a Kolmogorov-Smirnov hangover.

And…

1. You crunch numbers for breakfast.

 

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CYDigital/marteq.io's insight:

* In statistics, when the standard deviations of a variable, monitored over a specific amount of time, are non-constant.


Use the aforementioned list as you interview your Data Jockeys ☺.

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