More and more I (we?) hear about creating a more comprehensive view of the customer, combining data silos, real-time campaigns, anything that includes “data science” in the description… you know, recent buzz words. Sometimes we hear these in cases were they don’t even make sense, but for most cases where these business drivers could be a reality, I believe going to the cloud is the most reasonable avenue.
This stuff is not easy. Many leaders driving businesses today lack the technical background to shape a vision that includes the full potential of what is readily available, and those who have it are not necessarily driving business – yet. Even my team at Amazon (one of the most data-drive teams I’ve worked with) had a long way to grow in this respect.
Alison Wagonfeld, VP of Marketing for Google Cloud, published an article just last year pointing out how, still, many marketers don’t know where to start when using cloud technologies. She suggests to start by partnering with a data scientist, but not for the reason most people think about – AI, algorithms, machine learning, etc.. The suggestions comes as a data scientist worth their weight will be able to guide organizations on what silos to combine for marketing purses, how to go about it, and how to get ready to start thinking about the cool stuff.
Continuous education will be, most likely, a part of my life moving forward… That’s as long as I can successfully sell this time investment to my wife, and soon my kids. I love you guys!