digital Analytics – ByBonnieSue

Augmented Analytics is a software, automating the steps of taking the data that you receive from your business and operations, and finding actionable insights to improve upon. A constant assistant through the use of artificial intelligence and intelligent learning programs, augmented analytics can help a business by saving them time and money hiring expensive data scientists. Su, (2017).

Benefits to augmented analytics are the constant work on finding actionable insights in the business that a data scientist, business analyst, or employee would tire of and possibly miss some important details. Another benefit is the fact that the software does eliminate the need for a data analyst by doing more than just supporting the analysis, it goes further and finds where the company can improve.

Augmented Analytics can take some time to work but they do take the boring part out of the work for employees. Labeling, organizing and defining the data so work can be done faster and more efficiently. The actionable insights generation of the augmented analytics can help any business improve on their operations so that they can become more profitable and efficient in the future.

I find this to be positive trend as it further simplifies the work for the employees and business overall. The concern would be training data analytic employees on how to use the new automation software, and how to use and apply the new information to the business. As with any technology there is of course a learning curve, once that is crossed then the benefits will speak for themselves.

An augmented analytics software I found, Tellius offers their users through their Genius AI Engine, machine learning, natural language processing, personalize recommendations and is set up to run at scale. Tellius, (2021) They connect the data from outside sources, prepare it for use in their leaning machine, and then explore, discover and predict how the data can work for your business.

References

Su, (2017). Augmented Analytics Demystified. Retrieved from https://medium.com/analytics-for-humans/augmented-analytics-demystified-326e227ef68f

Tellius, (2021). Genius AI Engine. Retrieved from https://www.tellius.com/product/

The Hub and Spoke Method can be defined as a central product or idea (the hub) which is added to with complementing ideas or products (spokes) to increase effectiveness or sales. Jackson, (2015). This hub and spoke method can be modified for many different fields. In this post we’re going to discuss how it applies specifically to digital analytics and how using different departments can add value and develop a full marketing campaign.

The Importance of Considering the Needs of Multiple Departments in The Development of Digital Marketing Campaigns

Digital Marketing has many areas of focus to create a fully informed and quality campaign. There is of course the product that the company is marketing first of all. That product information will need to come from the sales department and will need their collaboration to understand the features and information about the product that can be used to show to customers. Then there will be a need for understanding the demographics of the consumer targeted with the product. This would require some input from an analytics team and a little research which could be found with the help of an analyst within the company. Then the creative part of the campaign would involve a meeting of the marketing team to develop ideas of how to properly identify the target market and show the product to them in a captivating and enticing way. Another spoke in the campaign would be from the social media team which might also be the marketing team. From their input the campaign can be better optimized digitally to attract a larger audience. There will be input from the finance department on the budget, and as well how much sales could be brought in with the campaign. Each of these departments have a specific role to play in the hub and spoke method and one without the other doesn’t really give a digital marketing campaign team the ability to fully process and prepare for a proper campaign. When needed outsourcing is an option for a spoke if there is something needed but yet unknown to the team.

The Value of Sharing Results Across The Organization

There is always value in sharing. We are taught that from a young age, to make friends and become generally nice people, but in an organization sharing results is a necessity. The value of sharing across the organization is that every team in every sector has the information needed to push on and succeed. Growth is inevitable in an informed organization and problems can be manage extra quick when the entire organization is aware of any problems. They always say two heads are better than one and in an organization the more people who are putting their brains to a project the better the possibilities for success. There is concern for overwhelming options but if the organization is properly organized and has strong team leaders, this can be managed well with input and ideas from all spokes of the hub. Sharing results can be the analytics team sharing with the product development team which products customers respond better to, so that more of that product can be designed, fulfilling demand. Alternatively the sales team can share results with the finance teams to increase ad spend or campaign budgets fro a new product based on past sales history and campaign performance.

Reference

Jackson, S. (2015). Cult of Analytics. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781317561880/