Forbes: 3 Things Marketing Teams Need To Know About Data Science

This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.

In a world where customers expect highly personalized experiences that are tailored based on specific information about them, and executive stakeholders increasingly want more detailed information about the success of marketing efforts and lifetime value of customers, one thing is true: data is incredibly important to the enterprise. Marketers have a unique relationship to the data within an enterprise, thus data science is increasingly a topic of conversation among their teams.

In this article, I’m going to talk about why it is so important for marketing teams to embrace their inner data scientists and find ways to understand and utilize data more in their work.

Data is only increasing in its importance to marketers.

I probably don’t have to tell you that data is important to the work of marketers, but the fact remains that it will only become more critical as time goes on. This is because the trajectory that marketing innovation is moving in only demands more, and better, data to be effective.

First-party data strategies are necessitated by a need for brands to have robust customer data privacy handling that considers laws and regulations around the globe, while factoring in increasing hurdles to using third-party data previously relied upon to drive targeted advertising and audience segmentation. Because of this, brands need stronger internal data strategies, and that means a need for more data professionals.

This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.