When will predictive analytics come of age? It already has

Analysts have been trying to predict human behaviour since the 1890s, if not before. Unlike Freud, modern analysts are fuelled by data and their efforts show substantially more promise.

Extracting valuable insights from a sea of data has taken longer to master than some predicted. The explosion in data analytics coincided with a global recession and a period of political confusion: it’s harder extracting useful information from a population that has no spare cash and no longer understands its choices.

Innovation is always underrated and overrated over a number of iterations before the right balance is attained. Research and analyst firm Gartner recently issued predictions [1] that err distinctly on the side of doom and gloom, suggesting drastic downsizing of marketing analytics departments by 2023. However, recruitment firms are seeing no downturn in the demand for top professionals.

Bigger better data

If analysts thrive on data, then logically their numbers must grow as their habitat does – and it’s certainly growing. Five years ago there was relatively meagre information and it wasn’t always of particularly high quality. Today, data resources gleaned from web tracking, search engines and social media are absolutely enormous. The Daily Mail reports [2] that Google now holds so much information that Mankind needs a new number to describe it; something bigger than exabytes, zettabytes, and yottabytes.

It is not only bigger but also better. Regulations such as GDPR have served to improve data quality rather than reduce its quantity. Gartner’s second prediction is that user control of their own marketing data will reduce customer churn by 40%.

With far greater resources, we are likely to need more analysts not fewer. Even Gartner concedes that human analysts will soon be supplemented by data collection systems driven by A.I. By 2023 (they predict) 55% of marketing messages will be sent by autonomous systems and 30% of web content will be machine generated, based upon keyword algorithms and customer journey criteria.

Assessing campaigns

In any campaign, KPIs, milestones, and metrics are essential to keep things on track and adapt if not. Big Data isn’t just a-priori market research; it can track what is happening as campaigns progress, something which has proven to be notoriously difficult in the past. Data allows PR to stay active during the customer journey.

Michael Brito, executive vice president of analytics at Zeno Group, believes that the greatest opportunities for analysts lie in monitoring real-time changes in behaviour instead of trying to predict volatile markets in advance. He says “The market changes so quickly that if you change something for next year or next month, it’s probably not going to happen or it’s going to be irrelevant” [3]. It is better to know what the audience is sharing on social media right now.

Taking a longer view, data-informed campaigns aren’t about getting one step ahead, but about keeping up. Big Data has become the environment in which all businesses now exist. If you don’t use it, your competitors will.

We face a future in which markets, technology and social patterns will be changing at unprecedented velocities. RC&A can shoulder your senior digital resourcing burden and ensure that you survive and prosper in this brave new world.

[1] https://www.gartner.com/marketing/research/gartner-marketing-predictions-2019.html
[2] https://www.dailymail.co.uk/sciencetech/article-2247081/There-soon-words-data-stored-world.html
[3] https://www.holmesreport.com/latest/article/is-the-promise-of-predictive-analytics-finally-being-fulfilled

 

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  • 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
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    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.
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    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.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    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
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    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
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    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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