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magneticnorth0
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Data Doctor
Re: Score obsession comes from score obsession
magneticnorth0   12/22/2016 5:24:05 AM
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As I mentioned in my reply to your comment re HR, an iterative workflow would be more responsive to a fast-changing environment, and I know many of my fellow marketers would be more than willing to adopting an AGILE workflow. The problem is largely, I think, in financial planning. The organizations I know plan finances on a year by year basis, and many times impose budgeting rules that will not be able to ride along with and AGILE workflow.

magneticnorth0
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Data Doctor
Re: Score obsession comes from score obsession
magneticnorth0   12/22/2016 5:16:00 AM
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I think there should be some sort of AGILE performance measurement, something iterative. That will allow both the marketing campaigns and individual performance measures to respond well to a dynamic environment.

kq4ym
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Data Doctor
Re: Score obsession comes from score obsession
kq4ym   12/19/2016 10:14:23 PM
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Creativity and imagination can go a long way toward some interesting insights and hopefull profitable avenues. It's not always easy to get the management aboard thought, since those skills and aptitudes aren't always measurable and immediately bringing returns to the balance sheet.

Zimana
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Blogger
Re: Know where data comes from
Zimana   12/1/2016 5:23:42 PM
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Thank you!  I'm hoping to dig into that relationship more in upcoming posts - management is seeing a lot more developer influence, partly because of JavaScript, but also because of Python, R programming, and other open source language that underpin the analytics solutions today.  Those languages are bringing the supporting software and platforms, from IDEs to GitHub usage, to bear. But much of those tools are more tech specific, and may not be a full complement to manager intend. We'll explore those challenges soon!

Zimana
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Blogger
Re: Score obsession comes from score obsession
Zimana   12/1/2016 1:22:24 PM
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I think the contentiousness of the last election that spilled into business issues (ie business distancing themselves from Trump, customers upset at Grubhub CEO, DDoS attack etc) will force marketers to speed up. The dynamics may have been associated with a campoaign, but I have a feeling the rate of change in the world makes it diffocult to be a slow reacting marketer in any instance.  It will encourage marketers to put the creativity and imagination to work across the board, including responding to machines that now communicate via IoT networks where they once did not.

Zimana
User Rank
Blogger
Re: Score obsession comes from score obsession
Zimana   12/1/2016 1:01:50 PM
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Yes, rigid approaches to roles should be decreasing.  There was a time that HR saw candidates as social media marketers if they had experience, but not realize that those skills need to be intergrated into a team or department. They saw the tools and would focus on ability related to tools rather than the big picture.  We've advocated for analytics in HR, and you outline a key reason why that perspective is important.

James Connolly
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Blogger
Re: Score obsession comes from score obsession
James Connolly   11/30/2016 2:28:53 PM
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One thing about the IoT data. I think we will reach a point when there is more that marketers can do in real time. However, even now data from things like beacons can provide some insight into customer behavior that the marketing department can use in its future campaigns. It doesn't necessarily have to be about changing today's campaign.

rbaz
User Rank
Data Doctor
Re: Score obsession comes from score obsession
rbaz   11/30/2016 1:55:16 PM
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I have to agree that too many marketing projects are not flexible enough to capture opportunities that avail themselves in a highly dynamic environment. Creativity and imagination goes a long way towards a successful campaign.

magneticnorth0
User Rank
Data Doctor
Score obsession comes from score obsession
magneticnorth0   11/30/2016 3:01:04 AM
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Marketers who truly want to generate a win-win for both the company and its customers should be able to adjust their marketing performance measures to the current landscape. Unfortunately, there are companies who have HR performance measures that are extremely simplistic and rigid, so some marketers find themselves having to choose between serving their customers or saving themselves. I've seen this happen too often and it ain't pretty.

tomsg
User Rank
Data Doctor
Re: Know where data comes from
tomsg   11/29/2016 5:39:56 PM
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I agree. Numbers are never generated in vacuum.

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