“As classical segmentation is being replaced by predictive analysis and machine learning, feedback is becoming the marketer’s most precious asset. Pre-established rules can only benefit from being continuously challenged and refined by looking at data. That’s the virtuous circle of data science: the more assumptions we make, and the faster we test them, the more we learn – and again it brings more assumptions, and the circle goes on. But in order to achieve this kind of data-driven momentum, teams and organizations need more agility."
Your Data Science projet is all about feedback. In every team, there are people who know one subject-matter better than others, others who understand one customer category better, others who know one data source better… Whatever the question one is asking, it’s almost certain that another knows how and where to look for the answer.
All of these guidelines aim for the same result: any team should put together people with business knowledge, customer knowledge and data knowledge, and make them have regular conversations about what they do. This, along with good tools and individual skills, is the third key to successful data-driven marketing.
If you liked what you just read, there is plenty more you can learn by downloading our Advanced Analytics for Marketing ebook.
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