opinion
Marketers use (or would like to use) data to make decisions all of the time; decisions on the channels and media they use, the content, tone and timing of communication; the price and incentives offered (or not), the list is almost endless. However, the question lies in the quality of that decision making; the number of factors considered at any one time and the ability to react to new information and change the course of a decision. For some, it feels like a big hill to climb and traditionally marketing has been all about the creative - which turns out to be one of the least impactful aspects of direct marketing campaigns - so it's not surprising that the geek has been considered uncool when many haven't really fully understood what they can offer. The best geek will tell you just what is material and what isn't. Another geek will help you use those findings to make better decisions.
With the opportunities afforded by the digital revolution (more interactions and more data), marketers are beginning to realise the geek is fundamental to making sense of it all; the sheer quantity of channels and the associated feedback (social media, reviews, web behaviour all provide previously unavailable information) is having an enormous impact on marketing decisions. Digital makes it possible for brands to listen, react and interact in real-time, but only if they can improve the speed of their decision making to include this to-the-minute feedback and insight.
Data-powered decision making isn't confined to the realm of the geek, it has already grown to become part of the mainstream for an increasing number of marketers. Unfortunately, with the common misconception about the data dark ages continuing to prevail, it does little to help elevate the role of data in marketing.
The geeks are already cool, it's just that some haven't yet figured it out.
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