If you’re a fan of AMC’s Mad Men, then you’re probably fascinated by the creative and mysterious world of ad executive Don Draper during the 1960s. Sorry Don, there’s a new kind of marketing professional these days—the “Math Men”.
In the last decade, there has been a huge growth in the storing and gathering of data in tools like cloud technologies, site analytics, and beefed up IT infrastructure. People have access to detailed feedback at speeds that were once considered impossible in the marketing world.
CEO of of MediaMath Joe Zawadzki, once said “The math will set the marketer free.” Math and technology are becoming easier to use, so why resist, let the machines do what they do best and let the marketer be smart again.
What does this mean for marketers? A strong marketer used to be someone who could create clever ad copy and dictate a tasteful design. Now, marketers must be able to quickly handle quantitative data and leverage a variety of measurement tools. Marketers are not only judged by their strong and savvy intuition, but by their ability to use empirical analysis to drive decisions.
It’s not an easy transition. The marketing department is saying, “Data is now part of social media and advertising. I need that information for my creative and implementation decisions.” At the same time, the IT department is saying, “Hold on. We’ve always handled data in the past. Why aren’t we handling this?”
It will take time to figure out a balance that works. The good news is that when a data-science project is driven from the top leadership, it has a much greater chance of success. The fact is that data-driven marketing is only successful when teams work together.
It doesn’t matter if you are a small business or a large enterprise, the math men are here to stay.