When they asked me back in January of this year if I would be interested in talking about this topic to various university faculty and administrators, I jumped at the chance. After all, I had insight into what was happening out there in the job market and how NYU has become a leader in preparing students for the digital data revolution.
So with that said, I pulled together some slides and went into sales mode. I created a compelling case for why we must teach our students to embrace data and all it can bring to bear on our marketing decisions.
In this presentation, I revealed (and quite passionately, I might add):
- What companies have been doing over the past two years to gain a 360 degree view of their customers
- What software they are using to do so (SAS, SPSS, Sitecatalyst, Radian6, etc.)
- How and why roles are becoming much less siloed than in the past and what that means for new hires
- How analytic tools are becoming much more user friendly for marketers, making it easier for them to embrace the data
- An IBM study of more than 1,700 CMO's discussing their concerns with the lack to properly trained marketers in the use of data
- Other studies showing the same
- The trends on indeed.com showing how the use of the word "analytics" in any form is increasing in frequency.
I then went on to discuss some of the major challenges we are facing today as marketers and yet to be determined solutions such as:
- Issues of inappropriate campaign attribution (first touch vs last touch)
- Siloed data and the problems caused by it
- How we are still not able to properly measure the ROI of our social programs
- How to deploy proper A/B and multivariate testing
- The challenges of defining appropriate KPI's
To get more detail about all of these challenges mentioned above, view my presentations in pdf file form: http://www.drakedirect.com/Adobe-Educational-Series-Data-Revolution.pdf
To view my live presentation click here: https://seminars.adobeconnect.com/_a227210/p55rklmh93y/?launcher=false&fcsContent=true&pbMode=normal