Data drives decision-making.
That was the overarching message at the Greater Media Boston Innovation Series at District Hall in Boston. At the event, industry leaders from the worlds of media, technology, marketing and analytics met to discuss the emergence of new streams of customer behavior data and how it’s changing the way companies do business.
Moderated by Bentley University professor Nathan Carter, chair of the Mathematical Sciences Department, the panel represented a diverse cross-section of business, with voices from a highly successful startup (Jonathan Lacoste of Jebbit), an agency (Jeff Zanella of Hill Holliday) and a large media company (Peter Smyth of Greater Media Boston).
The panelists discussed a wide range of topics, from how quantitative analysis is improving customer interaction to how to collect impactful data in non-invasive ways. With our data-heavy culture, Smythe mentioned how easy it is to get data fatigue. There’s so much information available that the challenge for analysts and industries moving forward will be figuring out what data is important, how to translate it into actionable plans and how to predict future patterns.
Where do data analysts fit into companies?
The event also delved into how data analysts are playing greater roles in influencing current marketing decisions. As a result, people going into this career need to master skills beyond the typical math and science knowledge. Employers are also looking for people who can collaborate, think through problems and come up with solutions. The three panelists emphasized that the current marketing and business landscape is rich with opportunities for people who are innovative, entrepreneurial, and actually know what to do with the data that comes their way.
If you don’t have these skills, now is a great time to get them. Carter discussed how the interest in analytics programs at Bentley has skyrocketed over the past 18 months, particularly in programs like the Master of Science in Business Analytics and Master of Science in Marketing Analytics.
All the three speakers echoed the same message: Data is critical to any initiative, but it doesn’t always tell the full story. If a company doesn’t understand what the numbers mean and how they can drive value, they’re not going to be in business long.
As Zanella expressed, “Data doesn’t lie; you just have to pay attention to it.”
Check out more of Zanella's interview below. You can view Q&A sessions with all of our experts, along with a two-minute recap of the entire evening in this playlist.