John Bates, Senior Product Manager, Predictive Analytics, Adobe Systems
As many already know, growing a business is not always about more sales, though they certainly help. More sales with less investment of time, materials and capitol is even better. More sales, less investment of time, materials, and capitol without sacrificing the customer experience is best.
Enter your friendly neighborhood analyst. Analysts are able to see trends, suggest minor (or sometimes major) adjustments in strategy and tactics that keep the customer experience personalized and effective. The role of an analyst is one that is flexible and always being redefined by individual companies, but one thing is an absolute in relation to the role analysts’ play; they are worth their weight in gold.
Analysts have the ability to identify specific customer groups and cluster them, personalizing the customer experience. In addition to this, an analyst has the ability to further increase customer satisfaction as well as build lasting relationships with literally millions of individuals at the same time. Having the ability to speak to the needs of groups of individuals across any assortment of specified traits means giving the customer what they want with more accuracy than ever before.
Whether a company is wanting to grow their current analytical team or invest in recruiting their first full time analyst, there are challenges and rewards one should be aware of. Knowing the key factors in building a framework to measure the business justification for building on or adding an analytics program helps to insure success and put your program and company in the “best” category.