Jan 14

Exploring the Job Roles in Marketing Analytics

By ganpati | Analytics Career

The most important aspect of a marketing analytics job is to understand how business leaders consume and use marketing data to drive decisions and strategies.

Develop the firms marketing analytics strategy, oversee the technical implementation of related systems that assess programs and deliver actionable insights to drive improved marketing and business performance, and identify strategic opportunities.

Lead the definition and implementation of integrated measurement framework and KPIs for consistency in measuring and reporting marketing performance

Extract, analyze, and synthesize qualitative and quantitative data from a variety of sources and across multiple dimensions, including campaigns, channels, audience segments, and timeframes to measure and report on content performance, audience behavior, and effectiveness of marketing efforts.

Direct and manage analytics project lifecycles, including defining deliverables based on requirements, defining KPIs, coordinating data retrieval and aggregation from multiple sources, and presenting insights in a digestible and actionable format that will drive change, new initiatives, and decision-making.

Analyze brand, reputation, marketing, and communications activities to synthesize data, identify trends, develop predictive findings, and evaluate impact on goals, including sales, recruitment, and reputation to develop strategic insights to inform the development of internal and external communications.

Lead the development of dynamic reporting dashboards that integrate data from different measurement tools to provide business partners with relevant, easy to access and easy to understand information.

Jan 13

On the Way to Unlocking the Value of Big Data

By ganpati | Big Data Trends

Real value of Big Data can’t be realized until global citizens can be reassured that their data won’t be misused.

Properly exploited, Big Data should be transformative, increasing efficiency, unlocking new avenues in life-saving research and creating as yet unimaginable opportunities for innovation, but the opportunity can’t be taken until concerns (as businesses gather more and more personal information about all of us) about privacy and security have been overcome.

There are risks, as well as opportunities, from Big Data. Personal data is only a small proportion of big data, with huge potential from non-personal datasets across various industries. People are completely in the dark as they don’t know how much their data is worth to companies and they can’t see the negative consequences of a lack of transparency. They are not understanding that companies are in business to make money and they have no sense that they own this personal information.

The constant battle between privacy and accuracy

Companies view their personalization systems as infinitely growing repositories; the bigger the repository, better the quality of insights. However they can easily cross the thin/Red line of data privacy. Hence companies that want to aggregate data from various sources must often comply with data privacy rules. Balancing data insights with data privacy issues becomes important.

Privacy is a relative term

There are country-specific laws governing the collection and usage of data, let alone protecting a global citizen’s right to privacy. Governments and regulatory agencies have drafted a wide range of data privacy rules, regulations, laws, directives and frameworks in an effort to address the concerns data use creates. These include the EU Data Protection Directive, the APEC Framework etc.

The anonymisation / data masking and re-use of data is a solution option that needs to be considered as big data becomes increasingly a part of our lives. Clarity is needed to give big data users the confidence they need to drive forward an increasingly big data economy, and individuals that their personal data will be respected.

Jan 09

Example of Role of Digital Analytics Manager in Adobe Experience Manager platform

By ganpati | Getting Started

A Digital Analytics Manager, is generally responsible for owning the analytics strategy for all external facing websites.

The Digital Analytics Manager leads the analytics implementation using various tools (like Adobe Analytics, Adobe Dynamic Tag Manager, Adobe Experience Manager etc.)

He/she provides business support on the implementation and use of web analytics tags/variables based on the global standards and guidelines.

He/she is also responsible for providing admin support for the Adobe Analytics and working with internal business units to ensure proper analytics configurations are implemented.

Adobe Experience Manager platform specific responsibilities:

o Develop analytics opportunities/requirements/specs

o Develop explicit testing procedures based on the defined analytics requirements

o Lead the execution of analytics User Acceptance Tests and facilitate the resolutions of defects on time

o Work with developer(s) to debug Adobe Analytics code implementations and approaches

o Review/test analytics configurations in Adobe Experience Manager as part of site-creation workflow

o Provide basic governance and auditing for Adobe Analytics implementations, report suites, user accounts and other ongoing analytics projects

o Work closely with digital analytics team to produce and maintain reports for key stakeholders

o Provide day to day admin support to Adobe Analytics users

o Develop strategies for manageable global standards (Scalability + Efficiency) for Adobe Dynamic Tag Manager