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How marketers can support data scientists

At every step of the journey, from customer research and insights, to media planning and measurement platforms such as Google Analytics, marketers have to make sense of large amounts of data. In addition, those of us who are comfortable with digital marketing are also holding offline marketing to a higher standard, expecting more data-driven decision making options than we would have done a few years ago. The combination of these effects has driven home the importance of hiring data scientists.

Saggi offers the following top tips on how marketers can support data scientists for closer collaboration:

Invest in developing a career track for data scientists, creating onboarding programmes so they can understand marketing functions and include opportunities to grow their skills through on- and off-the-job training.