Are the marketing roles evolving or are they merging?
This week I saw an intriguing infographic comparing the role of Marketing Artist versus Marketing Scientist. I found it interesting because I have always considering marketing more of an artistic service. Yet, the way technology is emerging and transforming marketing and advertising one could argue that the marketing function is taking on more of a scientific role. After all, marketing journals and blogs promote such topics as big data, analytics, metrics, tracking, and return on investment. In the past, these terms were not normally discussed in the confines of marketing; but, now they are part of the lingo.
Salesforce advocates that these two roles as separate and distinct. One focused on creativity and innovation (The Artist) and the other in data and analytics (The Scientist). Each persona has specific tools, techniques, tips, and strategies that they use to be successful. Modern marketing departments will successfully blend these two roles together.
In the context of artists and scientist, Jim Sterne defines the roles in terms of data. A data scientist is responsible for understanding and advancing the nature of data, its collection methods, and the algorithms for processing it. An artist is responsible for creating something new that delivers original insight and evokes emotion. A data artist must have a firm comprehension of hard science, a sound understanding of business goals and processes, a penchant for creativity, and a talent for communication – a very rare combination. A data artist must be a master of all digital media –ad networks, email campaigns, YouTube channel measurement and more – to create valid insights worthy of using as foundations for business decisions. I like that!
Marketers are challenged with old legacy systems and non-integrated data. Resources (scientist or artist) spend a significant amount of time analyzing what happened yesterday. They are running to catch up or get ahead of competitors. Even worse, those that work with “results” spend more time creating and distributing reports than truly analyzing. The insight is in the analysis, not the reports themselves. More resources are needed to explore the data and then let that inspire them. Imagine the possibilities!
So where’s this all going? I believe there is a huge shift toward more technology in marketing (see my previous blog), but how does the modern marketer truly blend the scientist and the artist?
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