Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

Do You Need a Data Scientist?

Author | Charles Ng, Vice President of Enterprise AI, Appier

As brands evolve to become more sophisticated with their data, there is increasing pressure to add data scientists to their teams. But not every marketer may need to rush to hire.

We are living in the age of data, and all savvy marketers know that leveraging data effectively is key to better understanding current customers and attracting new ones, driving towards long-term relationships and ultimately staying competitive.

The amount of data available to marketers is vast and will only increase. At some point or another, marketing leaders are likely to have thought about whether they need a data scientist on the team to help them unify, manage and analyse data. Making this decision isn’t – or shouldn’t be – straightforward. There are several considerations for marketers before they seek out data science talent- something that, to begin with, is in short supply in many markets around the world.

The decision to hire a data scientist is likely the result of an evolution. The first step might be to hire analysts, whose job is to make sense of the data, identify patterns and generate basic insights. Next, you may look at hiring analysts with slightly more advanced technical skills, who know how to integrate data from different sources, and perhaps work with more unstructured data sources.

At this point, some marketing teams will consider hiring an experienced data scientist. A data scientist will be able to apply advanced artificial intelligence (AI) technology, including machine learning, deep learning, and optimization, to not only uncover deeper insights, but also automate and optimize certain business decisions. Therefore, an effective data scientist typically has fairly strong business acumen that allows them to align their work with the goals of the business. However, you won’t be able to attract or retain this talent without the right infrastructure for them to work with – they must have good data, and the tools to build and experiment.

 

Technology Options

For marketing teams without the resources to hire a data scientist, what about technology? Technology has proven it can support many other business functions, and there is technology available that strives to replace – or at least automate – some of the work that data scientists do.

In marketing, many of the challenges are standard across industries and organizations, and this opens the door to implementing technology. Marketing leaders need to look at the challenges they are facing and clearly assess which ones are likely to also be faced by other organizations. For example, all marketing teams want to gather and slice and dice data, and this is easily something that can be offloaded to technology. A good AI platform, for example, can help marketing teams jumpstart their data science capabilities by gathering data into one place and applying pre-existing AI models that can help predict churn, uncover ‘lookalike’ customers and identify new customer segments.

If your business challenges are unique and you require customized solutions, then you’ll need someone who can build specific things for you. There will be things within each company that are special to them, and you will want to dedicate resources towards the things that differentiate you- and not towards things that other people have already solved.

Eventually, parts of data science jobs will also be replaced by technology, but there will still be things data scientists will be useful for. For example, something AI doesn’t do very well is tie all the information and insights generated by data analysis to the business. Marketers will still need someone with a good sense of what the business needs who can ‘translate’ outcomes and next steps to the management.

Ultimately, CMOs don’t necessarily need to choose technology over talent – the best results will likely come from a combination of the two. Some companies will amass or collect different technologies and piece them together to solve problems, others will select people to work with technology to make it perform best for them, and those people could be data scientists, analysts or marketers themselves.

 

* This article was originally published on Campaign Asia

WE ARE HERE TO HELP

Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.

YOU MIGHT ALSO LIKE

A Conversation With AI Talent: The Best and the Brightest (Part 1)

To stay relevant and competitive, every type of business needs to become technical in part if not all of their operations. The world is moving too fast to stay analogue. This means however that almost everywhere in the world, there is great demand for technology talent and limited supply, particularly in areas such as artificial intelligence (AI). What can we learn from those who are already the leading minds in this space? Recently, our own Chief AI Scientist Dr. Min Sun sat down with Dr. Masashi Sugiyama, faculty at the University of Tokyo and Director of the RIKEN Center for Advanced Intelligence Project (AIP), to discuss a variety of AI-related topics. Check out our video of their insightful conversation below, and hear our experts’ points of view on how AI research has advanced over the past 10-20 years in Japan and beyond, and particularly in the past three to four. They discussed advancements in machine learning, and the goal to ultimately reduce the amount of supervision required to ‘teach’ the machine, which would indicate significant progression in AI capabilities. This is coupled with what these advancements might look like in the future, such as in the area of healthcare, allowing

How to Convert Your Offline Customers Online

Consumers in Asia Pacific are increasingly choosing to shop online rather than in-store, and by 2021, e-commerce sales will account for more than a quarter of all retail sales in the region. Despite the growth of online retail, in-store experience is still unbeatable from an experiential perspective, setting the tone for your brand and allowing customers get hands-on with the products. Ideally, your in-store customers would shop with you online as well. So, how do you convert those offline shoppers to online? There are a range of artificial intelligence (AI) techniques that can help you bridge the gap between in-store and online experience. Used correctly, they will offer your customers the best of both worlds.   Why Convert Offline Customers Online? If you want to boost online sales, attracting new customers should be high on your list of priorities. However, another approach is by converting your in-store customers from offline shoppers to online. Increasing online sales is not only good from a profit perspective. It is also smart business when you look at the long term. By catering to your customers’ needs online as well as offline, your brand will play a bigger part in their lives, and hence occupy

Maximize App Engagement With Push Notifications (Industry Examples Included)

Having high app downloads is not much good if your customers don’t use your app. Thankfully, you can increase your app engagement and help your brand play a bigger part in your customers’ lives through the judicious use of app push notifications.    The State of App Engagement There has been an explosion in demands for mobile apps in recent years, and global consumer spending reached US$120 billion on apps — a figure that is up 2.1x from 2016.  Consumers love apps, as do brands. It is a great way to meet your customers’ needs and because they are on mobile devices, your customers can engage with your brand wherever they are. However, to give your customers a reason to stick with your app, you need to craft your app engagement strategy carefully, and push notifications can be a great way to remind them about your app and what you have to offer.   Why Use Personalized Push Notifications? As a marketer, push notifications can be your greatest asset or your worst enemy. Using them correctly offers you a fantastic way to engage your users with personalized, timely promotions that increase their level of engagement with your brand. However, misuse