How Digital Marketing Helped me as a Data Scientist
Leverage the relationship between Data Analytics and Digital Marketing to upgrade your data skills.
“It’s not enough to be up to date, you have to be up to tomorrow” ― David Ben-Gurion
As per Statista, the total amount of data created, captured, copied, and consumed in the world is forecast to increase rapidly, reaching 59 zettabytes in 2020 thus making Data Analytics one of the fastest growing and most in-demand fields. The rapid development of digitalization contributes to the ever-growing global data sphere.
Having a background in Data Analytics and developing solutions for several business use cases; I have enjoyed a career that mainly required me to be on the technology side of things with a few exceptions that needed me to work in cross-functional teams that involved marketing and sales. Therefore, as Digital Marketing exploded, my Data Analytics background provided me opportunities that required me to pick up new technologies, learn design trends, and perform analytics on the marketed content.
From a Data Analytics standpoint, it was important to all the business stakeholders that I understand the marketing and sales perspective of real-world business problems. I had limited knowledge of how leads are generated, how data is sourced using the audience for our campaigns, what are the required KPIs for deeming a campaign successful and how are these KPIs selected? This void in my knowledge, made me want to dive deep into concepts of Digital Marketing and I felt the need to upskill and enhance my understanding of Digital Marketing.
To my surprise, even with the rise of MOOCs, the lack of the structured learning of Digital Marketing was glaring. Here were a few courses or online sources for learning digital marketing that I stumbled upon at the time:
- Hubspot — For Inbound marketing
- Moz — SEO specific courses
- Copyblogger — For in-depth Content marketing
- Google Digital Garage — Excellent to start with
- Lynda.com — A huge library of courses in the fields of Business, Technology, and Creative Skills.
- Edx — Professional courses from the world’s best universities. You can audit any course for free!
Personally, for me, the recipe to success called for equal parts of know-how in “Why”, “Who” and “When” in addition to the “How” and “What” that are already in place. But none of the above resources were able to offer a holistic prospect on the digital marketing landscape and framework. And then I came across Udacity’s Digital Marketing Nanodegree program.
One of the most important factors that made me choose this course was that it provided a 360-degree view of Digital Marketing landscape covering Marketing Fundamentals, Content Strategy, Social Media Marketing, and Advertising, Search Engine Optimization Audit, Email Marketing as well as Google Analytics. Secondly, the cost of the program was quite lucrative as there was a limited time 300$ promotion at that time making the course reasonably priced. Thirdly, the course provided ongoing 1:1 mentor support and in-depth project reviews by skilled project reviewers. What could have been better than working on real-world projects as this is the best way of retaining knowledge effectively and putting theoretical concepts to the test? But, finally, the thing that made me opt for this particular program out of the plethora of courses available was the fact that the courses were developed in collaboration with leading brands in the digital landscape (Google, Facebook, Hubspot, Moz). With Udacity scoring high marks in all of my criteria, I was pleased to be associated with the Udacity and had full confidence that Udacity’s Digital Marketing Nanodegree would help me meet my professional goals.
Fast forward three months, taking the course helped me get equipped with the knowledge of fundamental concepts and techniques used in Digital Marketing. I was able to better understand what data is needed to make campaign strategies and marketing promotions. My scope of business understanding and contribution to the Data Analytics team increased so much so that I was able to offer insights on tracking, analytics, and how to map customer-journey in a way that feels intuitive to business stakeholders. The course instilled confidence in me, which helped me understand how business decisions were made and on what products to build, which promotions to run, and which services to offer to customers from the perspective of marketing data.
At first glance, Digital Marketing and Data Analytics roles might seem poles apart, but the skill sets required for these roles can complement each other to truly help a brand’s bottom line. Data has revolutionized marketing and sales, and a Data Scientist who understands Digital Marketing can bring it all together. A Data Scientist who can wear the hat of a Digital Marketer can derive insights from customer data to understand what types of content will resonate most at different points in the customer buying journey and more easily guide them down the marketing funnel. Furthermore, data can shed light and provide context to company management if customers should face problems while using a company’s product or service. Thus, data will help the management address that friction with the appropriate content or campaigns.
In conclusion, my job as a Data Scientist is all about making sense of data, deriving meaningful insights, and telling compelling stories that help businesses grow, and Digital Marketing has helped me further my career and grow as a Data Scientist.
Archit is a Data Scientist and has started writing blogs recently to share his love for Data Science, Mentoring, and Stock Market Investing. Feel free to connect with him on Instagram, Twitter, or join his group for new bloggers on Facebook. Let’s connect !!!