988 - Semalt Shares a Secret on How to OBecome Successful in the Bid Data World
23.05.2018
23.05.2018<br />
<str<strong>on</strong>g>Semalt</str<strong>on</strong>g> <str<strong>on</strong>g>Shares</str<strong>on</strong>g> A <str<strong>on</strong>g>Secret</str<strong>on</strong>g> On <strong>How</strong> To<br />
Become <strong>Successful</strong> In The <strong>Bid</strong> <strong>Data</strong><br />
<strong>World</strong><br />
In <strong>the</strong> world of bus<strong>in</strong>ess, bus<strong>in</strong>ess analysis has often been c<strong>on</strong>sidered <strong>to</strong> be <strong>in</strong> <strong>the</strong> realm of left-bra<strong>in</strong>ed analysts,<br />
while <strong>the</strong> qualitative jobs, such as advertis<strong>in</strong>g and market<strong>in</strong>g, <strong>the</strong> realm of right-bra<strong>in</strong>ed creative k<strong>in</strong>ds. These two<br />
activities, though both essential <strong>to</strong> <strong>the</strong> success of <strong>the</strong> bus<strong>in</strong>ess, hardly speak <strong>the</strong> same language.<br />
Igor Gamanenko, <strong>the</strong> Cus<strong>to</strong>mer Success Manager of <str<strong>on</strong>g>Semalt</str<strong>on</strong>g> Digital Services, states that <strong>the</strong> tide of big data has<br />
altered <strong>the</strong> status quo. The crea<strong>to</strong>rs of this big data are by all de niti<strong>on</strong>s <strong>the</strong> up and com<strong>in</strong>g generati<strong>on</strong>. They live out<br />
<strong>the</strong>ir lives <strong>on</strong> social media, hav<strong>in</strong>g practically all <strong>the</strong>ir everyday activities recorded <strong>in</strong> text messages, digital pho<strong>to</strong>s<br />
and <strong>the</strong>ir playlists as well as <strong>the</strong>ir preferences captured by <strong>in</strong>ternet cookies.<br />
They c<strong>on</strong>verse <strong>in</strong> text-speak, emoji and memes, all transmitted digitally and transformed <strong>to</strong> data, which is essentially<br />
encoded <strong>in</strong> bits and bytes. This form of digital market<strong>in</strong>g data, spawned by digital and social media has brought<br />
<strong>the</strong>se two activities <strong>to</strong>ge<strong>the</strong>r. Therefore, <strong>to</strong> be successful, bus<strong>in</strong>ess managers of this age have <strong>to</strong> learn <strong>to</strong> speak <strong>in</strong><br />
geek as well as strategy and <strong>the</strong> syntax of both styles is data.<br />
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23.05.2018<br />
If you do not want your bus<strong>in</strong>ess <strong>to</strong> be left out, you need <strong>to</strong><br />
embrace data democracy. Big data has become <strong>the</strong><br />
lifeblood of bus<strong>in</strong>ess activities, thus giv<strong>in</strong>g rise <strong>to</strong> a new<br />
democracy of data. It is open sourced and crowd sourced.<br />
Also, its volume and variety are great, mak<strong>in</strong>g it dif cult <strong>to</strong><br />
ma<strong>in</strong>ta<strong>in</strong> <strong>the</strong> traditi<strong>on</strong>al report<strong>in</strong>g process which<br />
essentially delivers data <strong>in</strong> a well-de ned process.<br />
Instead, bus<strong>in</strong>ess analysts need <strong>to</strong> deploy self-service<br />
analytics <strong>to</strong> make sure <strong>the</strong> fr<strong>on</strong>t l<strong>in</strong>e managers get <strong>the</strong> data <strong>the</strong>y require <strong>to</strong> make decisi<strong>on</strong>s and take valid acti<strong>on</strong>s.<br />
With larger volumes of data available <strong>in</strong> a form that is less processed, a bus<strong>in</strong>ess can implement data governance,<br />
analytics, security and report<strong>in</strong>g as guard rails <strong>to</strong> ensure <strong>the</strong> <strong>in</strong>formati<strong>on</strong> keeps ow<strong>in</strong>g securely and accurately.<br />
Marketers have had <strong>to</strong> learn <strong>the</strong> new syntax of data and<br />
analytics. It is no l<strong>on</strong>ger enough <strong>to</strong> target cus<strong>to</strong>mers based<br />
<strong>on</strong> static demographics. They now need <strong>to</strong> learn how <strong>to</strong><br />
identify and react <strong>to</strong> emerg<strong>in</strong>g behavior patterns and<br />
preferences that <strong>the</strong>y glean from <strong>the</strong> digital footpr<strong>in</strong>ts of<br />
<strong>the</strong>ir cus<strong>to</strong>mers.<br />
Similarly, analysts are now learn<strong>in</strong>g <strong>the</strong> language of<br />
market<strong>in</strong>g and how it can translate <strong>in</strong><strong>to</strong> cus<strong>to</strong>mer<br />
behaviors and preferences that may be measured and<br />
analyzed. In this way, both marketers and analysts can jo<strong>in</strong>tly develop data report<strong>in</strong>g and analytic models that t <strong>the</strong><br />
requirements for both back end data and fr<strong>on</strong>t end report<strong>in</strong>g. for it.<br />
Most cus<strong>to</strong>mer objectives are very uid, and thus cannot be captured <strong>in</strong> a xed set of speci cati<strong>on</strong>s. They are<br />
ephemeral objects that come and go, much like ocean waves, and <strong>in</strong> most cases, <strong>the</strong> wave is g<strong>on</strong>e l<strong>on</strong>g before a<br />
report is generated and delivered.<br />
Therefore, if you want <strong>to</strong> be successful <strong>in</strong> <strong>the</strong> c<strong>on</strong>temporary world of Big <strong>Data</strong>, you need <strong>to</strong> learn how <strong>to</strong> <strong>in</strong>tegrate<br />
quantitative processes such as bus<strong>in</strong>ess analytics and data science with <strong>the</strong> qualitative process, for <strong>in</strong>stance,<br />
market<strong>in</strong>g strategy and decisi<strong>on</strong> analysis. By do<strong>in</strong>g this, you will set yourself up for success <strong>in</strong> <strong>the</strong> new digital<br />
landscape.<br />
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