When it comes to marketing, especially digital marketing, there is little reason to guess any longer. There are many tools and methods available to help make informed decisions. If you have the right people and the right tools, you can turn data into information and information into actionable insights that will help you make informed decisions.
In this post, we’re not going to deal with tools, but rather getting the right people to help you get to actionable insights and informed decisions. In getting the right people to handle and manage analytics for your organization, there are at least six questions to ask:
- In order for data to be useful, it has to be standardized in a way that can be accessed and utilized in efficient and logical manners. What role will this person have in optimizing and standardizing data so that it can be accessed efficiently?
- Data can reside in a lot of different places and it needs to be all pulled together in a succinct, logical way in order to produce meaningful information. How much of the role will involve managing, extracting, and compiling data?
- Technical skills may be an important part of the role. As part of managing, extracting, and compiling data, what technical skills will the individual need to accomplish these tasks and further your organization’s goals?
- Now that we have information, we have to make it actionable. Someone has to take the information and turn it into insights that will help you drive the decisions that will grow your business. How much of the role will be understanding the story the data is telling in order to develop actionable insights?
- Based on the insights, decisions will be made. So, what are the decisions that will be made as a result of the insights provided, and what participation will this individual have in making those decisions? This can vary from organization to organization, with some analytics professionals having a heavy hand and a lot of responsibility in this arena, to others being more hands-off.
- Similar to the above, a large part of success can depend greatly on effective communication. Who will this person be communicating with, and what will they be communicating? What are the communication skills that will be needed for this individual to be successful in the role? They may be making presentations to executives. They may need to evangelize the importance of analytics among their peers. They may need to convince clients to take action as a result of the insights provided.
When building your team, the people you hire to handle your analytics are crucial to driving your business growth. It’s important to consider the duties, communications, skills, decisions, and all that those components entail when preparing to make your next analytics hire.
What questions have you found to be useful in making analytics hires? Share with us in the comments section below!
Ready to discuss your analytics hiring challenges? Contact us here.