Long Live Marketing Data Scientists

Greg Sobiech  /  
May 7, 2018
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Lines are blurring. Once the skillsets of media buyers and analysts were entirely separate, with each team working independently of each other. Sometimes information would be shared across the divide but that was as far as the collaboration went. Media buyers leveraged relationships and industry know-how to develop campaigns and choose the best placement for those campaigns. Down the line, analysts took in data, crunched numbers and eventually returned insights on how those campaigns had performed.

As analytics technology has improved, it has become more robust and more broadly understood. Analytics have begun to return insights on a faster, more reliable scale. They can, in turn, feed this data back to the media-buying side more quickly, giving that team more powerful tools to make their buying choices. At the same time, media buyers give analysts context for the results they’re seeing in the data, allowing that team to refine their approach.

Nowhere is this more evident than in the evolution of audience data. Media buyers are used to thinking in audiences but now this is extending into analytics as well. Analysts are introducing sophisticated Google demographic data into the long-standing media buyer way of thinking about audience. The combination results in powerful, more effective campaign targeting.

This rapid fire transmission of data is having a curious result. Analysts are no longer just analysts, and media buyers are no longer just media buyers. Analysts are having media-centric conversations, and media buyers are discussing nuanced views of data. The two roles are starting to blend, into Marketing Data Scientists.

We’re seeing this trend here at DELVE. We are already starting to embed our Analytics teams on Media projects, since Attribution now is becoming a key theme within the context of all media discussions. Having the expertise of an analyst at hand makes the entire team stronger, and more effective. Even better is the cross-pollination of skills. As the teams mix, they also learn each other’s role.

We are working to have all of our Web Analytics/Google Analytics team trained on DoubleClick, and our Media/DoubleClick team develop an in-depth knowledge of Google Analytics and Google Tag Manager. In a year, we won’t have two teams anymore. We’ll have one, powerful, data-driven team that seamlessly flows between Analytics and Media.

This is happening, not just here at DELVE but all across the industry, because data and media activation is a key theme, where Partners are activating ‘analytics’ 1st party data (GA360) to deliver above-average results in ‘media’ (DCLK). Again, look at audience data for an example. For analysts, in Google Analytics 360, there is a dedicated audience tab. For Media teams, Doubleclick has audience composition.

Combine audience insights from both tools, shared natively thanks to the integration between GA360 and DCLK, and you have a much stronger view of the data. Teams trained to use both to their fullest extent are more effective.

The holiday season will be here before long. In marketing, we know that June or July is the time to be thinking about how to maximize November and December. Be prepared by arming your team with the knowledge they need to make the most of your data.