The data scientist is fast becoming an influential and valuable asset to businesses. But who are these super techies? And what skills can they bring to the marketing table? Victoria Clarke investigates
Data and the world of information is expanding exponentially. IBM has predicted that 35 zetabytes of data will be generated annually by 2020. This abundance of digital intelligence means huge potential for businesses, particularly marketing departments who can leverage it to drive targeted and smarter campaigns. As David Ancell, commercial director at Amaze One summarises: “Data insight and smart application gives brands the edge over their competitors. Knowledge leads to better targeting, more relevant customer journeys and, ultimately, higher conversion and ROI.”
However, beyond the hype of big data lies the reality of actually being able to capture, analyse and use the information to transform business and drive revenue. IBM also warns that poor data can cost businesses 20-35 per cent of their operating revenue.
To address this challenge, there are a growing number of businesses actively employing a seemingly new breed of analytics expert to work in collaboration with the marketing department. Step forward the data scientist. This fascinating role is becoming more prevalent in today’s forward-thinking businesses, and proving itself a highly valuable addition – not just to marketing but the wider organisation, too.
So who exactly are data scientists and from which professional routes are they originating? Why are we seeing a rise in their numbers, and crucially, how can they benefit the marketing department?
Who are data scientists?
In order to explore the role of the data scientist, it’s first important to point out that we are not referring to the average data-savvy marketer. While there’s no denying marketers are becoming more skilled at data analysis, particularly those with strong digital experience, the role of the data scientist goes far beyond the planning and implementation of marketing analytics.
“What makes the term ‘scientist’ distinct from ‘analyst’,” suggests Sam Vining, head of research and insight at iCrossing, “is the remit and ability to experiment with data to find new ways of using the information you hold about your customers.” He adds: “The talent pool for these highly skilled individuals is extremely limited, and they are appropriately expensive.”
Jon Cano-Lopez, CEO of Read Group, agrees there is a difference – whether subtle or otherwise – between data scientist and data analyst. He says: “Most brands will be using data scientists to a degree, although they might not necessarily call them scientists. More often they will keep the title ‘data analyst’ or ‘data consultant’, which could avoid the provision of a salary increase. It’s the more experienced ones, the individuals that create real insight and actions out of the data that are the scientists.”
Unlike marketing analytics experts, data scientists typically derive from non-marketing backgrounds, such as maths, science, engineering and econometrics. “Most [data scientists] have studied degrees around computer science, artificial intelligence (AI) or machine learning. They will have a passion for big data, strengths in SQL Server with data mining and data modelling expertise, and apply AI and machine learning for quantitative analysis on big data,” explains Fiona Smith, UK country manager at Wywy.
Andreas Voniatis, data scientist at Artios, reveals his career path to his current role: he learnt mathematics and software engineering having practised marketing as a field of knowledge (i.e. as a domain). He says: “Being a domain expert gives you the advantage of knowing what questions to ask, what marketing outcomes to predict and the likely predictors. Coming from a software engineering background gives you the advantage of being able to quickly gather useable data and build predictive models.”
Why the upsurge in numbers?
It’s worth noting, despite the current buzz generated around the role, that data scientists are not particularly new. Data-specific roles have existed in business since the explosion of digital, as Drew Nicholson, CEO at OgilvyOne dnx, explains: “Data scientist is not a new role per se, it’s just not been around in its current form for long. It is a skill set that’s evolved rapidly with the rise of digital, new ways of interrogating data and, of course, the exponential explosion of big data. If you think about Amazon’s recommendation engine for example, this wouldn’t have been possible without some hefty data science.”
While data scientists may not be so new on the scene, most agree their numbers are rising. Recent stats from Xerox highlight how an increasing number of businesses are looking to bolster their data talent pool. The Xerox Forrester Report: Big data in the Western World Today revealed that while only 20 per cent of UK companies have already hired a data scientist, 32 per cent plan on doing so within the next two years.
Commenting on the growing number of data scientists, Craig Saunders, director of Analytics Research Center at Xerox Consulting and Analytics says: “Many companies still need convincing of the value of data or are unsure of how to capture it in the right way. As data scientists move up the promotion chain, and their skills proliferate into more organisations or job roles, the demand for data scientists will continue to rise.”
The value of data science
There’s no denying marketing departments are making great headway to embrace data – helped in part by the plethora of analytics tools now available. However, despite the growing number of marketers acquiring new analytical skills ‘on the job’, there is still a considerable knowledge gap. According to Xerox, only 20 per cent of companies across Europe have a strong big data competence.
“It is apparent that within marketing departments we lack the talent and required expertise of data scientists, and analysing click rates and conversion data alone is not enough. In essence, we cannot hide behind pretty charts and jargon anymore. The industry requires a different skill set that is mathematically minded, data analysis focused and has the ability to solve complex business problems through data mining and artificial intelligence,” says Smith at Wywy.
Data scientists can plug this expertise gap and through close collaboration bring a wealth of skills to the table in order to help marketers better achieve their objectives. For example, marketers are often saying they wish they had a crystal ball when it comes to deciding how and when to invest resources, as well as predict likely outcomes and anomalies before they become an issue. Collaborating with data scientists can provide this level of insight.
“One of the key skills a data scientist can bring is the ability to work effectively with business and creative leads, supplying the data that responds to the questions they have. Their unique skill set can help marketers view answers to their questions in context across channels, with insight into past performance, and data-driven hypothesis about future expectations,” says Alvin Bowles, SVP demand at RhythmOne. He adds: “A good scientist is more than a number cruncher, they’re a strategist.”
One such organisation championing data science is video advertising agency YuMe. It employs a dedicated team of data scientists to help the organisation make correct decisions using insights provided by raw data.
Owen Hanks, general manager, Europe at YuMe, comments : “While the skills used by data scientists have been in demand for many years, the evolution of big data has triggered the growth of this profession. Brands have recognised the need for quantifiable data to enhance creative that resonates and engages its target audience. Without data scientists this wouldn’t be possible.”
Beyond big data
The precise skills data scientists can offer the marketing department are becoming more apparent as the marketing landscape evolves. And while big data is playing a part in this shift, many argue it is data scientists’ ability to drill down beneath big data where they can really add value to the marketing department. As Voniatis says: “Data science will find the devil in the detail to help marketing directors deliver increased returns.”
Nick Gill, planning director at Doner UK agrees: “There have been a lot of column-inches about big data but the role of the data scientist is to actually provide ‘small data’: the data that really matters.”
Andrew Burgess, CEO of Equimedia Group, explains this further. He comments: “Data scientists have a much wider remit than traditional data analysts; data scientists don’t just look at big data but they have a unique talent to identify opportunities for the business, uncovered by interrogating the data in the right way, and that represents potential value to their organisation.”
The idea of the data scientist having such an integral part to play in the wider business is giving the role even more gravitas. According to Andy Crellin, a data scientist at ResponseTap, emerging roles such as chief data officer – an individual who closely collaborates with the chief marketing officer – is one example of this rise in status. “All this now means is that data science is getting presence at c-level and board-level,” he says. “The use of data is becoming a substantial part of strategy for forward-thinking businesses, instead of just a tactical tool.”
The role of the data scientist will continue to evolve – just like the wider marketing landscape. But what marketers can be sure of is that data is no longer just reserved for techies, it is now getting the boardroom interested.
