Article | May 19, 2021
There are some fundamental differences between Business Analytics and Data Analytics, though both hold their own importance. For example, to discover patterns and observations that are ultimately used to make informed organizational decisions, Data Analytics includes analyzing datasets. On the other hand, to make realistic, data-driven business decisions, Business Analytics focuses on evaluating different kinds of information and making improvements based on those decisions. In this blog, we discuss in more detail their individual benefits and areas of expertise. Data Analytics vs. Business Analytics attracts a lot of interest from budding analysts; we will take multiple factors into account and help explain the difference between data analyst and business analyst.
Article | April 16, 2021
There are many articles explaining advanced methods on AI, Machine Learning or Reinforcement Learning. Yet, when it comes to real life, data scientists often have to deal with smaller, operational tasks, that are not necessarily at the edge of science, such as building simple SQL queries to generate lists of email addresses to target for CRM campaigns. In theory, these tasks should be assigned to someone more suited, such as Business Analysts or Data Analysts, but it is not always the case that the company has people dedicated specifically to those tasks, especially if it’s a smaller structure.
In some cases, these activities might consume so much of our time that we don’t have much left for the stuff that matters, and might end up doing a less than optimal work in both. That said, how should we deal with those tasks? In one hand, not only we usually don’t like doing operational tasks, but they are also a bad use of an expensive professional. On the other hand, someone has to do them, and not everyone has the necessary SQL knowledge for it. Let’s see some ways in which you can deal with them in order to optimize your team’s time.
The first and most obvious way of doing less operational tasks is by simply refusing to do them. I know it sounds harsh, and it might be impractical depending on your company and its hierarchy, but it’s worth trying it in some cases. By “refusing”, I mean questioning if that task is really necessary, and trying to find best ways of doing it. Let’s say that every month you have to prepare 3 different reports, for different areas, that contain similar information. You have managed to automate the SQL queries, but you still have to double check the results and eventually add/remove some information upon the user’s request or change something in the charts layout. In this example, you could see if all of the 3 different reports are necessary, or if you could adapt them so they become one report that you send to the 3 different users. Anyways, think of ways through which you can reduce the necessary time for those tasks or, ideally, stop performing them at all.
Sometimes it can pay to take the time to empower your users to perform some of those tasks themselves. If there is a specific team that demands most of the operational tasks, try encouraging them to use no-code tools, putting it in a way that they fell they will be more autonomous. You can either use already existing solutions or develop them in-house (this could be a great learning opportunity to develop your data scientists’ app-building skills).
If you notice it’s a task that you can’t get rid of and can’t delegate, then try to automate it as much as possible. For reports, try to migrate them to a data visualization tool such as Tableau or Google Data Studio and synchronize them with your database. If it’s related to ad hoc requests, try to make your SQL queries as flexible as possible, with variable dates and names, so that you don’t have to re-write them every time.
Especially when you are a manager, you have to prioritize, so you and your team don’t get drowned in the endless operational tasks. In order to do this, set aside one or two days in your week which you will assign to that kind of work, and don’t look at it in the remaining 3–4 days. To achieve this, you will have to adapt your workload by following the previous steps and also manage expectations by taking this smaller amount of work hours when setting deadlines. This also means explaining the paradigm shift to your internal clients, so they can adapt to these new deadlines. This step might require some internal politics, negotiating with your superiors and with other departments.
Once you have mapped all your operational activities, you start by eliminating as much as possible from your pipeline, first by getting rid of unnecessary activities for good, then by delegating them to the teams that request them. Then, whatever is left for you to do, you automate and organize, to make sure you are making time for the relevant work your team has to do. This way you make sure expensive employees’ time is being well spent, maximizing company’s profit.
Article | July 13, 2021
When it comes to marketing today, big data analytics has become a powerful being. The raw material marketers need to make sense of the information they are presented with so they can do their jobs with accuracy and excellence. Big data is what empowers marketers to understand their customers based on any online action they take.
Thanks to the boom of big data, marketers have learned more about new marketing trends and preferences, and behaviors of the consumer. For example, marketers know what their customers are streaming to what groceries they are ordering, thanks to big data.
Data is readily available in abundance due to digital technology. Data is created through mobile phones, social media, digital ads, weblogs, electronic devices, and sensors attached through the internet of things (IoT).
Data analytics helps organizations discover newer markets, learn how new customers interact with online ads, and draw conclusions and effects of new strategies. Newer sophisticated marketing analytics software and analytics tools are now being used to determine consumers’ buying patterns and key influencers in decision-making and validate data marketing approaches that yield the best results.
With the integration of product management with data science, real-time data capture, and analytics, big data analytics is helping companies increase sales and improve the customer experience.
In this article, we will examine how big data analytics are transforming the marketing industry.
Personalized Marketing has taken an essential place in direct marketing to the consumers. Greeting consumers with their first name whenever they visit the website, sending them promotional emails of their favorite products, or notifying them with personalized recipes based on their grocery shopping are some of the examples of data-driven marketing.
When marketers collect critical data marketing pieces about customers at different marketing touchpoints such as their interests, their name, what they like to listen to, what they order most, what they’d like to hear about, and who they want to hear from, this enables marketers to plan their campaigns strategically.
Marketers aim for churn prevention and onboarding new customers. With customer’s marketing touchpoints, these insights can be used to improve acquisition rates, drive brand loyalty, increase revenue per customer, and improve the effectiveness of products and services.
With these data marketing touchpoints, marketers can build an ideal customer profile. Furthermore, these customer profiles can help them strategize and execute personalized campaigns accordingly.
Customer behavior can be traced by historical data, which is the best way to predict how customers would behave in the future. It allows companies to correctly predict which customers are interested in their products at the right time and place. Predictive analytics applies data mining, statistical techniques, machine learning, and artificial intelligence for data analysis and predict the customer’s future behavior and activities.
Take an example of an online grocery store. If a customer tends to buy healthy and sugar-free snacks from the store now, they will keep buying it in the future too.
This predictable behavior from the customer makes it easy for brands to capitalize on that and has been made easy by analytics tools. They can automate their sales and target the said customer. What they would be doing gives the customer chances to make “repeat purchases” based on their predictive behavior. Marketers can also suggest customers purchase products related to those repeat purchases to get them on board with new products.
Customer segmentation means dividing your customers into strata to identify a specific pattern. For example, customers from a particular city may buy your products more than others, or customers from a certain age demographic prefer some products more than other age demographics.
Specific marketing analytics software can help you segment your audience. For example, you can gather data like specific interests, how many times they have visited a place, unique preferences, and demographics such as age, gender, work, and home location.
These insights are a golden opportunity for marketers to create bold campaigns optimizing their return on investment. They can cluster customers into specific groups and target these segments with highly relevant data marketing campaigns.
The main goal of customer segmentation is to identify any interesting information that can help them increase revenue and meet their goals. Effective customer segmentation can help marketers with:
• Identifying most profitable and least profitable customers
• Building loyal relationships
• Predicting customer patterns
• Pricing products accordingly
• Developing products based on their interests
Businesses continue to invest in collecting high-quality data for perfect customer segmentation, which results in successful efforts.
Optimized Ad Campaigns
Customers’ social media data like Facebook, LinkedIn, and Twitter makes it easier for marketers to create customized ad campaigns on a larger scale. This means that they can create specific ad campaigns for particular groups and successfully execute an ad campaign.
Big data also makes it easier for marketers to run ‘remarketing’ campaigns. Remarketing campaigns ads follow your customers online, wherever they browse, once they have visited your website.
Execution of an online ad campaign makes all the difference in its success. Chasing customers with paid ads can work as an effective strategy if executed well. According to the rule 7, prospective customers need to be exposed to an ad minimum of seven times before they make any move on it.
When creating online ad campaigns, do keep one thing in mind. Your customers should not feel as if they are being stalked when you make any remarketing campaigns. Space out your ads and their exposure, so they appear naturally rather than coming on as pushy.
Search engines and social media data enhance this. This data can be used to analyze their behavior patterns and market to them accordingly.
The information gained from search engines and social media can be used to influence consumers into staying loyal and help their businesses benefit from the same.
These implications can be frightening, like seeing personalized ads crop up on their Facebook page or search engine. However, when consumer data is so openly available to marketers, they need to use it wisely and safeguard it from falling into the wrong hands.
Fortunately, businesses are taking note and making sure that this information remains secure.
The future of marketing because of big data and analytics seems bright and optimistic. Businesses are collecting high-quality data in real-time and analyzing it with the help of machine learning and AI; the marketing world seems to be up for massive changes. Analytics are transforming marketing industry to a different level. And with sophisticated marketers behind the wheel, the sky is the only limit.
Frequently Asked Questions
Why is marketing analytics so important these days?
Marketing analytics helps us see how everything plays off each other, and decide how we might want to invest moving forward. Re-prioritizing how you spend your time, how you build out your team, and the resources you invest in channels and efforts are critical steps to achieving marketing team success.
What is the use of marketing analytics?
Marketing analytics is used to measure how well your marketing efforts are performing and to determine what can be done differently to get better results across marketing channels.
Which companies use marketing analytics?
Marketing analytics enables you to improve your overall marketing program performance by identifying channel deficiencies, adjusting strategies and tactics as needed, optimizing processes, etc. Companies like Netflix, Sephora, EasyJet, and Spotify use marketing analytics to improve their markeitng performance as well.
"name": "Why is marketing analytics so important these days?",
"text": "Marketing analytics helps us see how everything plays off each other, and decide how we might want to invest moving forward. Re-prioritizing how you spend your time, how you build out your team and the resources you invest in channels and efforts are critical steps to achieving marketing team success"
"name": "What is the use of marketing analytics?",
"text": "Marketing analytics is used to measure how well your marketing efforts are performing and to determine what can be done differently to get better results across marketing channels."
"name": "Which companies use marketing analytics?",
"text": "Marketing analytics enables you to improve your overall marketing program performance by identifying channel deficiencies, adjusting strategies and tactics as needed, optimizing processes, etc. Companies like Netflix, Sephora, EasyJet, and Spotify use marketing analytics to improve their markeitng performance as well."
Article | March 23, 2021
Learn, re Learn and Unlearn
The times we are living in, we have to upgrade ourselves constantly in order to stay afloat with the industry be it Logistics, Traditional business, Agriculture, etc.. Technology is constantly changing our lives the way we used to live, living and will live. Anyone who thinks technology is not their cup of tea then I would say he /she will have no place in the world to live. It’s a blessing or curse on human race, only time will tell but effects are already surfacing in the market in the form of Job cut, poverty, some roles are no longer needed or replaced with.
Poor is getting poorer and rich is getting richer. Covid19 has not only brought the curse on human race but it has been a blessing in disguise for Tech giants and E-commerce. Technology not only changing the business but every human’s outlook towards life, family structure, the globalization of talents etc. It is nerve wrenching to imagine just what the world will look like in coming 20 years from now. Can all of us adapt to learn, re learn and unlearn quote? Or we have to depend upon countries/Governments to announce Minimum Wage to sustain our basic needs? Uncertainties are looming as the world is coming closer due to technology but emotionally going far. It’s sad to see children, colleagues communicating via emails and messages in the same home and office. Human is losing its touch and feel.
Repercussion to resists of learning, unlearning and relearning can bring down choices to none in the long run. Delay in adapting to change can be increasingly expensive as one can lose their place in a world earlier than one think. From 1992, where fewer people used to have facility of internet around , People used to stay in jobs for life but same people are now not wanted in the jobs when they go for interview as they lack in experience just because they have been doing what they were doing in one job without exposing themselves to the world’s new requirement of learn , re learn and unlearn. Chances of this group, getting a job will be negative. World has thrown different types of challenges to people, community, jobs, businesses , those people used to be applauded for remaining On one job for life ,same group of people are looked differently by corporate firms as redundant due to technology. So should people keep changing jobs after few years to just get on to learn, re learn and unlearn or continue waiting for their existing companies to face challenges and go off from the market? Only time and technology will determine what is store for human race next.
According to some of the studies, its shown the longer the delay in adopting technology for any given nation, the lower the per capita income of that nation. It shows extreme reliance on Technology but can all of us adopt to the technology at the same rate as its been introduced to us? Can our children or upcoming next generations adopt technology at same scale? Or future is Either Technology or nothing, in Short Job or Jobless there is no in between option?
Stephen Goldsmith, director of the Innovations in Government Program and Data-Smart City Solutions at the John F. Kennedy School of Government at Harvard University, said that in some areas, technological advancements have exceeded expectations made in 2000.
The Internet also has exploded beyond expectations. From 2000 to 2010, the number of Internet users increased 500 percent, from 361 million worldwide to almost 2 billion. Now, close to 4 billion people throughout the world use the Internet. People go online for everything from buying groceries and clothes to finding a date. They can register their cars online, earn a college degree, shop for houses and apply for a mortgage but again same question is arising , Can each one of us at the same scale use or advance their skill to use technology or we are leaving our senior generations behind and making them cripple in today’s society? Or How about Mid age people who are in their 50s and soon going to take over senior society , Can they get the job and advance their skill to meet technology demands or learn, unlearn and re learn or Not only pandemic but even Technology is going to make human redundant before their actual retirement and their knowledge, skill obsolete. There should be a way forward to achieve balance, absolute reliance on Technology is not only cyber threat to governments but in long term, Unemployment, Creating Jobs or paying minimum wage to unemployed mass will be a huge worry. At the end of the day, humans need basic and then luxury. Technology can bring ease of doing business, connecting businesses and out flows, connecting Wholesalers to end users but in between many jobs, heads will be slashed down and impact will be dire. Therefore Humans have to get themselves prepared to learn, unlearn and re learn to meet today’s technology requirement or prepare themselves for early retirement.