Big Data Marketing – Data Scientists needed

Lisa Arthur, author of Big Data Marketing, Chief Marketing Officer (CMO) at Teradata Applications, will be speaking at the Teradata Marketing Summit March 10-13, 2014.

“Lisa Arthur is a four-time chief marketing officer (CMO) who has been on the front lines of technology marketing for more than 30 years. As the CMO of Teradata Applications, Arthur drives marketing for the applications business as well as serves as an industry thought leader, meeting and speaking regularly with CMOs and marketing teams from today’s most iconic brands to discuss integrated marketing management (IMM), data-driven marketing and marketing innovation. She is the author of the book, Big Data Marketing, which provides a strategic road map for executives to engage their customers more effectively and drive value with their marketing.”

“Marketing today is about individual relationships and big data marketing” is how to achieve that.

I am currently reading Big Data Marketing and particularly like the layout and style which makes it easy to read, understand and contemplate.  Each chapter ends with a list of KEY TERMS which acts as an excellent aide-memoire.  Three such key terms are:

Big data: Big data is composed of digital information, including unstructured and multi-structured data, often derived from interactions between people and machines such as web applications, social networks … and sensors.”

Data-driven marketing: Data-driven marketing is collecting, analyzing, and executing on insights from structured and multi-structured data … across the enterprise to drive customer engagement.”

Customer Experience“: Every company has its own definition.  I like to think of the customer experience as the sum of digital and physical interactions across an entire enterprise, and the emotional response the engagement triggers.”

Arthur discusses a lack of talent and training stating that “businesses can’t move ahead in the Enlightened Age of Data if they don’t leverage big data marketing – and they can’t leverage big data marketing without the expertise of data scientists and others trained in skills like computational analysis, predictive modelling, statistics, and the management of big data sets.”  However, as she points out “there just aren’t enough data pros to fill all the needed positions, and that means opportunities are being lost while companies scramble to fill these crucial roles.”

This left me pondering something that I’ve been mulling over for some time now:

What are UK universities doing to fill this obvious gap?  How many universities in the UK offer courses in Big Data and/or Big Data Marketing, I wonder?  This is something that I will research but, in the meantime, I’d be delighted to hear from anyone involved in delivering Big Data courses in the UK.


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