Data Science is the new ‘Rocket Science’

By Vlad andrianov, ADMAData Scientist

It took a few satellite launches to coin a phrase ‘it’s not rocket science’ and we’ve been using it for decades to describe something that was not that hard to do. Because compared to it everything else seemed to be ‘piece of cake’. Rocket Science was that golden standard – you needed nothing less than a genius to tackle it.

But maybe the time has come to give the phrase a new spin, as Data Science comes into play. Neolane, the provider of conversational marketing technology, predicts companies will employ more data scientists in the next few years, as big data continues altering the approach to data analysis and business in general. Continue reading


The Rise of the Marketing Technologist


In 2011, data science and marketing technologists’ jobs rose in numbers similar to the throng of Social Media marketing positions that appeared out of nowhere a few years ago. The demand for data knowledge is now becoming greater than the supply for the foreseeable future.

Therefore will the Social Media specialist become less important? Social Media marketers can make themselves more valuable and relevant by learning light weight data science basics and developing clever, data-driven campaigns. Marketers are still trying to get their head around digital data and the Social Media Marketer certainly has a role to play in deciphering it.

So what role does the marketing technologist have to play? In the past few years, marketing has been flooded with new and ever-evolving marketing technologies.

Marketing technology however isn’t just software you buy; it’s also software you create. Digital marketing has grown far beyond the website. As marketers, we now manage a vast maze that includes landing pages, microsites, Social Media outposts, mobile apps, dynamic ads and more.

One of the reasons it’s getting harder is because of the growing number of technology that decision makers have to sift through. A few years ago there were just a handful of choices — which CRM to use, which web analytics provider to choose from etc. Marketers have the vision, motivation and accountability — but often lack the technical depth. The IT department has plenty of technical depth, but different incentives. Either way, marketing must control its technological destiny and that’s where the rise of the marketing technologist will come into play – the fusion of the technical and creative.

For all of us marketers, the newfound fame of data science should, regardless, be considered as an opportunity.

Whatever happens in 2012, one thing’s for sure… Anything that can be data-driven – will be, and we as marketers must embrace it.