Big Data is now the buzzword everybody is uttering, but few people realized simply collecting Big Data does not unlock its potential value. In Big Data help wanted (badly): How to win the war for talent, McKinsey on Marketing & Sales argues to true tap into the analytical power of Big Data and form data-driven strategies, strategists and analysts should aim at being “translators” who are capable of connecting different business functions and effectively communicating between them. These strategic connection making process is really the prerequisite of being strategic under the Big Data context.
|Image Source: McKinsey on Marketing & Sales|
1. Make more time to reflect before making decisions.
2. Be courage to make choices and embrace the uncertainty.
3. Create connections between analytics, technology and business decision making.
To be strategic and data-driven are among the biggest expectation of today marketers, all too often they are referred as the “art and science” and seen as hard to reconcile. However, I believe they are actually complimentary and symbiotic. Being strategic is fundamentally about making deliberate connections, and it is even more so in the Big Data context. Marketers to seek to be more strategic need to actively bridge and communicate with different business functions. They can thus become “navigators” and “translators” and truly empowering strategic decisions.
Aaron R. An is M.S. candidate of integrated marketing communication at Medill School, Northwestern University, specializing in Marketing Analytics and Brand Strategy tracks. Aaron graduated from Peking University with bachelor degrees of Economics and International Relations. Prior to IMC, Aaron worked in Caterpillar’s China strategic development department, Ogilvy PR’s China Outbound Strategy Practice, and Northhead Consulting, helping Chinese companies to form their outbound marketing strategies and US companies to form the localization strategies.