When it comes to using data, Google is undeniably at the forefront. Raja Saggi, head of B2B marketing, UK&I at Google, provides his insight and advice
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.
• Data scientists can be square pegs – consider how you will balance the mix of personalities in your team.
• Filter team members’ requests to data scientists, and give the scientists defined projects with clear ownership. Figure out how you can use analytical experts as part of the decision-making process.
