Você sabe a diferença entre um Analista de Dados e um Cientista de Dados em Marketing? Nããããooo?

Por Pyr Marcondes | 23 maio 2018

O título é uma brincadeirinha para chamar a sua atenção para algo que de brincadeira não tem nada.

Dominar com excelência a ciência dos dados deixou de ser algo do mundo distante da ciência da informação, para se tornar algo bem próximos dos marqueteiros através da ciência dos dados voltados para marketing.

Veja abaixo descritivos bastante detalhados dessas duas atividades e entenda porque elas são vitais para o marketing contemporâneo.

 

What’s the difference between a “Marketing Data Analyst” & a “Marketing Data Scientist”?

Marketing Data Analysts have been around a lot longer than Marketing Data Scientists, so let’s discuss the Marketing Data Analyst first. Marketing Data Analysts work in a very similar capacity to Business Analysts, except that their efforts are focused solely on marketing initiatives. Marketing Data Analysts collect and analyze both internal and external datasets, and they use the information they surmise to help them plan and implement marketing initiatives for their organization. Marketing data analysts generally produce descriptive and diagnostic insights based on basic data monitoring and trend analysis. A big part of their role is based in market research and planning. As far as technical skill requirements, these professionals stick to using Excel, SQL, and maybe SAS to do their jobs. In the United States, the average salary for a Marketing Data Analyst is $53,993/year (according to PayScale).

Marketing Data Science, on the other hand, is a new niche within data science. It is a data scientist role that focuses exclusively on improving organizational marketing effectiveness. Marketing Scientists analyze both internal and external datasets, and they use the insights they derive to inform their organization about customer behavior, and to advise about modifications or additions to marketing tactics and analysis methodologies. Marketing data scientists are tasked with producing reliable predictive and prescriptive insights based on advanced statistical modeling and/or machine learning methodologies. Another big part of their role is soft skills – they must be able to communicate complex ideas in simple terms, so that management and support personnel can understand and benefit from the work they do. More about the role, skill requirements, and background requirements are listed below.

Marketing Data Scientist, Job Role:

  • Generate prescriptive insights – tactical and strategic insights to improve marketing effectiveness
  • Exploratory data analysis
  • Metric and method selection
  • A/B testing
  • Advising, training, and assisting management and other professionals in working with and understanding organizational data

Marketing Data Scientist, Required Skills:

  • SQL
  • Data visualization (Tableau, D3.js, etc.)
  • Scripting in Python or R
  • Predictive modeling (statistical and/or machine learning methods)
  • Great “people skills” – to collaborate with data engineers, business management, and other support personnel

Marketing Data Scientist, Educational and Professional Background:

  • A university degree in a quantitative field of study
  • Internet marketing experience
  • Business analytics experience

When did data science in marketing become a thing?

It wasn’t until last year that “Marketing Data Scientist” was established as its own unique and designated position. Likewise, it wasn’t until 2015 that established organizations like Dun & BradstreetVenture Beat, and Marketing Land began publishing on the topic of data science in marketing. What’s more, the first book on the topic also came out just last year (That’s Marketing Data Science: Modeling Techniques in Predictive Analytics… and it looks to have excellent review ratings).

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