Article

Martin Wallace
Martin Wallace 1 July 2015
Categories Email & eCRM, Technology

Data Not Cool? Think Again .

"Everybody wants to work for Google", exclaims my colleague, after a chat with a fellow networker about recruiting CRM and data managers.

“Everybody wants to work for Google”, exclaims my colleague, after a chat with a fellow networker about recruiting CRM and data managers.

 

It seems no one wants to work with ‘data’ anymore – it’s just not cool. ‘Digital’ and ‘Tech’ are the words now. Young newcomers want lights and touch screens, not numbers and green screens.

 

There is a chasm in the employment market for data specialists – everyone working with old CRMs is retiring, and the new blood coming through is focused on new technologies and methodologies. CRM is often stooped in traditional processes and archaic systems, with the reliance on one person who has been doing it for years and is approaching retirement, so doesn’t want to change anything.

 

Twice now in last two weeks we’ve had conversations where the Digital guy and the Data guy either aren’t talking, aren’t talking about the same things or just don’t understand each other.

 

The shift from the M4 Corridor to Silicon Roundabout is a cultural, as well as economic and geographic, trend. We could point the lifecycle model at it, as well as all sorts of other market theories that Microsoft, Oracle and IBM represent a declining establishment and that Google, Facebook and tech start-ups are the places to be. The Government has also had an input, with its well-documented investment in – and ongoing support of – London’s Tech City.

 

Digital is cool because of the plethora of online/offline gizmos and wow factors involved, and because of the principal application of the tech – communication.

 

Working with data is not necessarily synonymous with direct communication. Building integrations, processing information, generating insights, amalgamating data sources and archiving are not as appealing or ‘cool’ as once they were. But the action that comes from the insight is cool – apps, community development, cross-channel campaigns. The industry is becoming ever more focused on the action, or the application of the data – the action is the cool bit!

 

The digital industry is driven by data – whether it’s the CMO vs CIO debate, or Data vs Digital, or Microsoft vs Google, or Tech City vs the M4 Corridor, there is definitely a shift. But in that shift, let’s not forget that the ‘boring’ data stuff is still what makes the ‘cool’ digital stuff tick.

 

The upshot of the shift from data to digital is that new technologies are able to do the data bit far more easily and quickly. Multiple silos can be amalgamated to form a single view of every customer, and that view can be used by communication platforms and systems in real time.

 

The people, processes and technology are out there to ensure data and digital both sing from the same hymn sheet. Working with data is as cool as it’s ever been.

 

Get the latest eBook on Creating Ideal Customer Profiles, which shows how all kinds of data can be brought together to drive cool, digital campaigns.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

One of the most important principles I've learned is the so-called Pareto Rule. This principle holds particular importance for aspiring online entrepreneurs. If you are a Blogger, Digital Marketer, Amazon Seller, AdSense expert, then Pareto’s Rule applies to your business. Understanding it is vital to your success.

Alex Papaconstantinou
Alex Papaconstantinou 17 May 2017
Read more