By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    football analytics
    The Role of Data Analytics in Football Performance
    9 Min Read
    data Analytics instagram stories
    Data Analytics Helps Marketers Make the Most of Instagram Stories
    15 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    What to Know Before Recruiting an Analyst to Handle Company Data
    6 Min Read
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Aiding an Analytics Enthusiast
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Analytics > Aiding an Analytics Enthusiast
AnalyticsBusiness IntelligenceCommentaryInside CompaniesMarketing

Aiding an Analytics Enthusiast

BillFranks
Last updated: 2011/08/24 at 1:11 PM
BillFranks
5 Min Read
SHARE

How Can You Help “Bob The Marketing Guy” Succeed With Analytics?

More Read

football analytics

The Role of Data Analytics in Football Performance

AI Can Help Accelerate Development with Low-Code Frameworks
Data Analytics Helps Marketers Make the Most of Instagram Stories
What to Know Before Recruiting an Analyst to Handle Company Data
Tackling Bias in AI Translation: A Data Perspective

How Can You Help “Bob The Marketing Guy” Succeed With Analytics?

In my last blog, I wrote about the pitfalls of allowing “Bob The Marketing Guy” to build complex analytics or models using a user friendly tool, when he doesn’t really know what he is doing. Well, we cannot just tell Bob he can’t do analytics. We have to provide him with a solution to his needs. So, how do we help Bob help himself?

It’s important to note that I am a huge fan of tools that increase analytic productivity. Tools that get analytics out the door faster are a great thing. Put in the right hands, they can help you get results faster, leaving time left over for even more projects. My point is simply that people who know what they are doing are the right ones to use these tools for the desired gains. If over time, Bob (the marketer) develops the skills needed to build complex analytic processes, then you can turn him loose. Until he’s ready, however, better to be safe than sorry.

Some say that resistance to letting Bob use friendly tools is, best case, reluctance to change and, worst case, just about “saving your job”. That is not my angle. If my motivation was purely to “save my job” or help others like me save theirs, then I’d be against tools that increase analytic productivity across the board. After all, if a team can get all their work done in ½ the time due to a new tool or process, a shortsighted view is that they are at risk of losing ½ of the team. I have been around long enough to know there is a lot more on the typical analytics team’s plate than there are resources and time to get it all done. Time saved on one project is an opportunity to add value on yet another project. Productivity tools are not a threat to an analyst, they are a springboard to providing more value to the business.

So,“Bob The Marketing Guy” wants more analytics. He wants to champion the cause. He wants to push the organization forward. We don’t want him doing the dirty work, so how do we enable Bob to succeed? We can do several things.

First, get Bob working within his sphere of influence and expertise. Develop a strong relationship with Bob so that you understand what he’s trying to do and how your analytics will help him. It needs to be a partnership. Work with Bob to identify the important analytics he needs to improve the business and then deliver them quickly, accurately, and efficiently. Provide Bob with the details he needs to get buy-in from his executive team for doing more analytics.

Second, make use of all of your technologies. Utilize any user-friendly software you have to get your work done faster. Develop your analytics processes using the principles of scalable in-database processing. Deploy your scoring algorithms in the database as well. This will allow Bob to have access to real time or near real time updates to his scores since batch scoring often isn’t good enough anymore.

Third, work with IT to tie your results into the various applications that Bob needs to use. Get your segmentation and propensity models integrated into Bob’s CRM application suite. Have the scores you generate included within the corporate BI environment so that reports can be developed to track how the models perform. If the scores are in the database, they can be made available to any corporate application or process that can benefit from the information. Make it so.

At the end of the day, it is a terrific thing that “Bob The Marketing Guy” wants to embrace analytics. You and he should become great friends and business partners. If you each focus on what you do best, you’ll have an impact. At the end of the day, Bob needs to be able to access and utilize a wide range of analytic results. It just happens that Bob shouldn’t be generating a lot of it himself. He doesn’t have those skills. Luckily, analysts like you do!

BillFranks August 24, 2011
Share This Article
Facebook Twitter Pinterest LinkedIn
Share
By BillFranks
Follow:
Bill Franks is Chief Analytics Officer for The International Institute For Analytics (IIA). Franks is also the author of Taming The Big Data Tidal Wave and The Analytics Revolution. His work has spanned clients in a variety of industries for companies ranging in size from Fortune 100 companies to small non-profit organizations. You can learn more at http://www.bill-franks.com.

Follow us on Facebook

Latest News

Shutterstock Licensed Photo - 1051059293 | Rawpixel.com
QR Codes Leverage the Benefits of Big Data in Education
Big Data
football analytics
The Role of Data Analytics in Football Performance
Analytics Big Data Exclusive
smart home data
7 Mind-Blowing Ways Smart Homes Use Data to Save Your Money
Big Data
ai low code frameworks
AI Can Help Accelerate Development with Low-Code Frameworks
Artificial Intelligence

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

football analytics
AnalyticsBig DataExclusive

The Role of Data Analytics in Football Performance

9 Min Read
ai low code frameworks
Artificial Intelligence

AI Can Help Accelerate Development with Low-Code Frameworks

12 Min Read
data Analytics instagram stories
Analytics

Data Analytics Helps Marketers Make the Most of Instagram Stories

15 Min Read
analyst,women,looking,at,kpi,data,on,computer,screen
Analytics

What to Know Before Recruiting an Analyst to Handle Company Data

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence
AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?