FIGARODIGITAL.CO.UK
Marketing Strategy Flourish, Invest in The Right People Joe Windels, VP of inbound marketing at
Brandwatch, talks through the vital roles of the chief digital officer and the data scientist.
It’s become impossible to ignore the necessity of digital intelligence and intelligently digital employees. Digital expertise is vital to the development of a successful company, but business owners and decision makers still hesitate before hiring digital experts. According to research from the annual Russell Reynolds Associates survey, 10 per cent of C-Suite executives confessed to still not having a digital strategy in place – possibly due to not knowing whom to hire. Digital marketing offers a huge number of advantages over traditional marketing. Besides having a worldwide link to your customers, one of the most important facilities it offers is ‘countability’ - and, therefore, accountability. If you’re not reviewing the results of your campaigns, crunching the numbers behind them and utilising the hugely valuable demographic and location data available, you’ll miss out. With the right people getting stuck in to the data, digital campaigns can be agile, constantly evolving and absolutely responsive. However, this
can only run smoothly alongside a creative team armed with wit and imagination. It’s astonishing how much free
first party data you are able to elicit from social media - but adding yet another analysis to the to-do list of an already stretched marketing team will ensure they resent the data rather than act upon it. So once the decision makers have understood all of the advantages a digital expert will bring to the business, the next question is who to hire. If financially plausible, a chief digital officer (CDO) should be the first point of call. They will be equipped to transform an organisation from the inside out, inspire employees via new technologies and become a respected digital ambassador encouraging the workforce to apply digital learnings to everything that they do. The role of CDO is still evolving, so outlining the responsibilities required can be a difficult task. Broadly the CDO should be responsible for the adoption of new
It's All About Opinions To Watch Your Digital
Outspoken marketing professionals have their say on the industry's hottest topics. JOEL WINDELS
VP of Inbound Marketing at Brandwatch
Harvard Business
Review dubbed the data
scientist “The Sexiest Job of the 21st
Century”, so there’s plenty of reasons to hire away!"
technologies across the business and also for digital consumer experiences across all its touchpoints. The CDO should also be charged with putting a comprehensive, companywide consumer facing digital strategy into place, including an effective influencer programme, deciphering first party consumer data and applying it to all elements of the business. The CDO fields the consumer side of digital as the CTO and CIO focus more on the internal business side. In 2014, Gartner predicted that within a year, 25 per cent of businesses would have added a CDO to their role call, so business owners and decision makers shouldn’t let their business fall behind. However, if a CDO isn’t an option, a data scientist could be an alternative. A data scientist, as the title suggests, will be closer to the data. They will focus on utilising data to motivate the business and its employees forward. A data scientist uses their data and analytical ability to find and interpret rich data sources, creating visualisations to aid in understanding that data. It is helpful to see them as a translator, bringing statistics to life and changing them from large unwieldy swathes of data in an unintelligible file, to easily actionable and even exciting insights for brands to work with.
brandwatch.com
48 issue 28 summer 2016
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