Specialised customer analytics resources are not delivering; the future is multi-skilled

Our always-connected lifestyles mean that the modern-day consumer expects to be able to engage fully with brands online. From sharing, liking and retweeting posts to watching videos about products and services, customers and potential customers want to know more about the firms from which they’re buying.

Yet at the same time, these same customers expect their own data to be kept safe and secure; something that many organisations struggle with, thanks to the potential for breaches in security. This means that companies must strive to not only deliver a completely personalised customer experience but must simultaneously allow those customers to have their say about the way in which any accumulated data about them is stored and disseminated.

Overall customer experience is an important aspect of marketing, yet far too many CMOs still fail to evaluate that aspect of the buying process. Key metrics are in place to cover many aspects of the business, yet customer experience and lifetime value are rarely considered, even though they are crucial to long-term success.

Marketing teams are investing heavily in analytics in an attempt to drill down deeper into consumer behaviours and to assess the overall value of a business. Yet, even so, many analysts are caught up in the minutiae of formatting and controlling that data, without fully understanding the insights that it can uncover.

Automation and AI are also becoming increasingly common in marketing disciplines. Algorithms can react according to the behaviour of a customer, directing them to products or services that may be of interest. These systems can capture their attention with targeted adverts and even with personalised text messages in some cases.

And let’s not forget videos. Consumers love to watch videos, but as our attention spans grow ever shorter, so too video marketing is having to respond with short, sharp messages that drive a point home quickly, before the viewer has time to move on.

All of these factors mean that marketing teams are having to broaden their reach and diversify. It’s no longer practical, or desirable, for team members to specialise in just one area of marketing. Today’s marketing analysts need to embrace a plethora of skills and business managers need to understand this fact and work towards enabling their teams to develop their competencies.

So, the modern marketing analyst requires many more skills and talents than in the past as the digital world continues to evolve. It’s no longer enough to rely on great business acumen or on technical ability. And whereas in the past, marketing analysts were able to closet themselves away from the rest of the team, in the digital era, the ability to communicate effectively is absolutely essential.

Businesses need to provide appropriate support to their marketing teams, ensuring that everyone receives the necessary training to develop and grow to accommodate the changes that are taking place, both internally and externally.

Rapid advances in technology may be creating challenges that keep management teams awake at night, but this introduces new opportunities too. Get in touch with us at RC&A to find out how we can help.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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