John Bates, Senior Prod­uct Man­ager, Pre­dic­tive Ana­lyt­ics, Adobe Systems

Image courtesy of suphakit73 /

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.

Get more dig­i­tal mar­ket­ing tips at the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium on 24 July this week. There still time to reg­is­ter, so what are you wait­ing for? Reg­is­ter now!