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Does every company need a full-time data scientist?

Analytics, Employment, Feature, Marketing | One Comment

Only a decade ago, if you had told an SME they needed a full-time data scientist to guide their marketing team, you would likely have been laughed out the building. But today, data scientists are venerated as a pivotal cog in company operations. According to Indeed.com’s chief economist Dr Tara Sinclair, the number of job postings for data scientist grew 57% for the first quarter this year compared to the same quarter last year, while searches for data scientist grew 73.5% for the same period.

Despite the profession’s relative infancy, I’ve worked with companies who genuinely believed a data scientist could alleviate all their commercial woes, and it’s easy to see why. It stands to reason that a company capable of understanding audience behaviour will thrive. But would every business benefit from a data scientist? It sounds like a cliche, but each business is unique, and it’s imperative C-suite professionals consider the company’s needs before investing in a full-time data scientist. Through working with a range of companies in a variety of industries, I’ve drawn up some questions to help guide your data science policy.

It sounds like a cliche, but each business is unique, and it’s imperative C-suite professionals consider the company’s needs before investing in a full-time data scientist. Through working with a range of companies in a variety of industries, I’ve drawn up some questions to help guide your data science policy.

Could the role be divided between your current team?

Writing in the Birst company blog, Chairman Brad Peters explained the data science conundrum by asking which would you rather have at your company: “The world’s greatest data scientist working alone in a corner lab… or data that will make all of the employees of your company one percent more productive?” The answer, of course, is the latter and points to a recurring issue found in businesses across industries.

Rather than turning to the latest trend to identify areas of improvement in their content, businesses should strive to integrate the increasing amount of data into their overall marketing strategy through regular team sessions and measurable trial cycles. By allocating individual metrics to relevant members of your team, you can give them quantified goals without the need to invest in a full-time data scientist.

I’ve seen companies hire data scientists without once considering how much business awareness they have or how much they really understand the company, and it rarely ends with either party optimising their talents.

How much data does your company need?

It’s up to you to study your current business output and consider your future content marketing strategy to decipher exactly what your marketing is missing. To many B2C’s, marketing attribution is essential to informing future marketing strategy, but not all businesses require this level of tracking. For many B2B’s today, the client-base can be made up of just a handful of key industry leaders.

Most mainstream analytics packages offer a huge array of metrics, when in truth, specific industries will often need just two or three at the most. Studying the metrics behind the people visiting your site every month can guide your overall marketing strategy, but there’s no way of knowing what impact it’s having on the people who will most impact your business. Remember, it’s not how many people you engage with your content, but who.

Even for those who want to study the browsing habits of large groups visiting their sites, a full-time data scientist might not be necessary. Consider hiring a data science consultant and have them lay out the groundwork for your upcoming campaigns. If the wealth of data is too much to handle, then you can begin to consider employing a data scientist in a more permanent role.

Does your website fulfil every requirement for your marketing strategy?

For years now, online marketers have based their business around their official website. Of course, that’s hardly surprising when you consider how much technology has altered business over the last decade. Your website is undoubtedly more versatile, unique and interactive than a TV or print ad, but that doesn’t mean it’s going to meet all your business needs. A 2015 B2B Web Usability Report by Komarketing found that once on a company’s homepage, 86% of visitors want to see information about that company’s products/services relevant to them.

In the age of personalisation, targeted marketing is quickly replacing the one size fits all approach. Visitors to your webpage don’t want to trawl through reams of information to find the content relevant to them, and the information gleaned from their interaction with your website isn’t always going to be relevant to your marketing strategy.

Clemmie creates personalised microsites for businesses looking to engage with C-suite professionals on an individual level. These microsites can be populated with content from your official website, but have been tailored to provide only the information relevant to the client in question. As a result, the analytics Clemmie feeds back reflect only how the key individual has engaged with their marketing material. This approach is becoming increasingly popular among B2B organisations as they look to optimise content and limit data fields to the metrics relevant to their particular needs.

Can your data analysis be automated?

The rise of automation is already placing doubts on the future viability of a full-time data scientist. Data science is still undeniably valuable to many companies marketing campaigns, but parallel to this we’ve seen a huge rise in the power of automation and AI.

While the few models currently in place using AI to turn data into actionable observations are woefully simplistic, it is more than likely that AI will be capable of handling complex regression models and providing real insights to inform your marketing in the future. Why should this matter now, you ask? Data automation is becoming ever more entangled with AI, and in turn, deep learning is evolving to become more adept at providing answers to the big questions data throws up.

Before hiring a full-time data scientist, consider just how much data you need to process, and explore all your options for automation. You could find that the analytics that matters most to you can be captured and analysed without employing a data scientist in a permanent role.

Conclusion

There can be little doubt that the growth in data-harvesting and the subsequent explosion in data professionals has benefitted businesses around the world. But rather than pointing to a future where every company has their own in-house data scientist, this is an opportunity to consider exactly what your company needs according to its core functions.

‘Data scientist’ may be “the sexiest job in the world” right now, but the hype won’t last forever. Companies will come to see that data isn’t the answer to all their marketing woes, let’s just hope it’s a realisation that comes sooner rather than later.

Digital portfolio for graphic designers

5 reasons why the digital portfolio is essential for graphic design graduates

Analytics, Employment, Feature, Graphic Design | No Comments

With competition in the art industries growing more intense every day, more graduates are turning to resourceful and original ways to market their skills. With the average employment rate for graphic designers expected to increase by 7% in the next decade (and an anticipated 16% decline in the employment of graphic designers in previously reliable industries like newspapers, periodicals, and directory assistance books) competition is only going to increase.

After all the time, effort and individual thought you’ve invested in your designs, you want to showcase them through the most original platform available. That’s why more designers are taking their portfolios online. A platform that allows you to consistently edit your portfolio and study its reception from major industry professionals gives you the power to make more informed decisions, helping you land that elusive first graduate job with your dream design agency. Here at Clemmie, we’ve discussed before why the digital portfolio is quickly becoming the platform for modern designers. The digital portfolio presents its own unique set of challenges for graphic designers, but the potential rewards can be huge.

Be heard above the noise

In the highly competitive graphic design industry, you have to take any opportunity you can to stand out from the crowd. More designers are turning to a digital portfolio to get their work on the desks of design agencies, but there is still an abundance of ways to give your designs an original platform. A digital portfolio provides an opportunity to challenge the traditional print, post and pray method of applying for your first graduate job, but it also encourages employers to engage with your designs on a more intricate level. For those looking to earn a living from freelance work alone (with around 25% of all graphic designers self-employed), having the right portfolio is even more essential to ensure a regular income.

Keep it contemporary

Imagine; rather than endlessly printing updated portfolios custom made for a particular opportunity, you could instead create a new fully customised portfolio in a matter of minutes. This ensures you don’t go ahead and send out a resume with old designs simply because you printed too many and want to get your money’s worth (we’ve all been there). Instead, you can select the latest and greatest projects according to the opportunity in hand. In the competitive world of graphic design, an outdated design can mean the difference between being called up for that elusive interview or passed over for someone who kept their material up-to-date.

Lower the costs

The traditional paper portfolio is an outdated concept. As developments in technology enable people to work remotely, the geographic scope for employment opportunities has expanded. In turn, graphic designers are looking further afield to find their ideal role. In doing so, however, you also need to be prepared to send your portfolios further. This means getting your designs into the hands of employers requires more time, effort and, perhaps crucially, money. With a digital portfolio, you can send illustrations around the world with no added cost while demonstrating your versatility with new technologies, a vital skill for the modern designer. The money saved on not printing expensive portfolios and paying for postage costs can be channelled into continuing to hunt for employment and honing your skills for future opportunities.

Notifications on the go

Perhaps one of the most frustrating elements of applying for a graphic design role is the waiting period that follows sending off your portfolio. Creating a digital portfolio through Clemmie, however, allows you to send the best designs digitally to a range of organisations safe in the knowledge that you will receive a notification when it’s opened, coupled with a detailed breakdown of exactly how an organisation has interacted with your materials. The analytics Clemmie provides detail exactly which projects stood out, which illustrations grabbed their attention, and which designs were so good they just had to share them, allowing you to focus your attention on developing the best digital portfolio and creating new designs based on what you know design agencies want.

Be your own employment agency

Not only does a digital portfolio from Clemmie give you a better understanding of how to develop a stronger CV for the future, it also enables you to craft the best material for an interview based on what elements most appealed to an employer. This is essential for a designer looking to put their best foot forward and go into an interview confident they can make the right impression first time. By studying the analytics provided by a Clemmie portfolio, you can begin to tailor material for subsequent interactions with a potential employer according to what they responded to positively. With quantified data, you can categorise and prioritise employment opportunities based on which prospective employers expressed the most interest. Designs can be prioritised and you can enter an interview confident you are arriving with your best material.

As more and more employers turn to data in the hunt for the ideal employee, it stands to reason that you should too. Graphic design requires not only a keen eye for appealing visuals, it also requires a willingness to embrace new technology as and when it becomes available. What better place to start proving both these attributes than in your portfolio?

small data chalkboard

The rise of small data in business should not be underestimated

Analytics, Business, Employment, Marketing, Technology | No Comments

The explosion in ecommerce and digital marketing witnessed in the past decade has had some intriguing consequences for the structure of modern businesses. For one, web analytics tools have become some kind of holy scripture for marketing, prophesying market trends while denouncing the fake idols of online surveys and consumer focus groups. Big data is now the biggest influence on how companies structure their online content, but for all its merits, it comes with its own shortcomings.
A phrase few marketing professionals seem to be discussing, however, could provide an answer to many of big data’s flaws. Small data, individual analytics, unique metrics; whatever you call it, it can provide the key to engaging with individual consumers and clients on a level unachievable with broad-scatter analytics solutions.
Understanding the individual behind a process is important in any business, particularly when it comes to broad focus B2C relationships. Leveraging big data insights is essential to ensure maximum return on your chosen platform, but small data provides a real glimpse into the mind of an individual user, an invaluable tool when that individual user is making decisions that affect a project, company or even an entire industry; something we see again and again at the top level of any sector.

Shareholders

Companies are waking up to the value of big data, but the benefits of gathering small-scale analytics in digital marketing have gone largely unnoticed. In particular, individual analytics can be a valuable marketing tool for businesses, where the browsing behaviour of a single decision maker can mean the difference between a major sale or a missed opportunity.
Companies sending out financial reports to shareholders would usually have to request feedback to understand how well the report was received. With a Clemmie InSite, a company sends out their annual report to a select group and studies the small data to decipher exactly which elements of the report most interested the key decision makers. This can have a huge impact on how a company conducts its business, and how it’s perceived by those that matter most; the investors and customers.
Utilising small data to study investor perceptions doesn’t have to be limited to just annual reports, however. Monthly newsletters provide an invaluable opportunity to better understand investors and their interest in new company developments. It can guide future business decisions and provide an event to engage with shareholders and staff alike on the issues that really matter to them.
Small data for business

Pitching

For firms that make their bread and butter through seeking new business projects, pitching their skills in an original way can be an exhausting and fruitless task. For sectors like architecture, design and construction, pursuing new opportunities is integral to a company’s continued survival. A business could spend as much as half their annual revenue doggedly pursuing leads they have little to no hope of ever winning. Sending out large, printed portfolios comes with its own set of problems. Physical copies of portfolios are often expensive to print and can cost even more to send overseas. Once delivered, the sender has no way of knowing if their portfolio has hit the right notes, or if it’s even been opened at all. But even if a company manages to impress with its portfolio, opportunities can crumble if the pitch doesn’t hit the right notes.
With the help of small data, firms can gauge a client’s interest by first sending them promotional material. With a Clemmie InSite, an architecture firm can send out a personalised microsite with all the projects, experience and key architects relevant to the opportunity in hand. As soon as the client opens the site, Clemmie relays the analytics back to the architects. With details including the amount of time the client spent on the site, which sections of the portfolio most caught their eye and how much time they spent on each project, this small data can change the dynamic of the pitch in a big way. Now the architects have the data, they also have the framework around which to construct the pitch best for this particular client.
Small data for business

Targeted marketing

Marketing a brand to a mass audience isn’t easy, but the growth in data harvesting tools is helping fuel a new approach to business, both online and in the real world. With tools like Google Analytics, companies can systematically analyse how visitors interact with their content and study each stage of the click-through process, enabling them to streamline the experience and increase their ROI.
But when it comes to precision-targeted marketing, the list of resources starts to run thin. That’s because small data won’t provide the answers to big questions like “why aren’t people engaging with my brand?” or “why does my bounce rate double on my products page?” But marketing can always benefit from a closer look, and that’s exactly what small data is all about.
One of Clemmie’s biggest clients boasts around 30,000 hits a day on their official site, but so far has struggled to make commercial use of the big data gathered through Google Analytics. That’s because their customers are limited to a select list of big industry players who could probably, at a push, be crammed into the same metro carriage.
By introducing InSites as a means of one on one direct marketing, the client can engage with the real decision makers on an intimate level for the first time. While before they were swimming in a sea of meaningless engagement data, today the client enjoys a significantly increased visibility and, just as importantly, a stronger rapport with their own clientele.
Small data for business

Employment

Small data isn’t just limited to the corporate world. When used intelligently, it can even be applied to the often long and exhausting process of job hunting. From postgrads looking for their first job to seasoned professionals seeking a change of pace, small data can unlock secrets about a CV’s strengths and give job-hunters confidence knowing they are walking into an interview with their strongest material.
Even the most minute details hidden amongst individual analytics can provide a world of information when interpreted intelligently. A graphic designer studying the metrics from a recently posted Clemmie CV can make a number of observations. If a prospective employer studied one particular design three times longer than any other, the applicant can be confident that this is their strongest design and should feature prominently in any subsequent interview.
Using a Clemmie InSite as a CV comes with the added bonus of alerting the sender to exactly when it has been opened, which means applicants no longer have to wait by the phone hoping to hear back from an employer that might never read their CV.
Small-scale analytics enables job hunters to try different CV layouts and content, choosing the best combination based on quantified data and analytical interpretation. This is essential for young job hunters in particular, who are often still trying to decide on a final structure for their CV. Of course, every employer interacts with a CV differently, but the in-depth analytics provided gives an applicant a better appreciation of the key points an employer is looking for.
Small data for business
With marketing processes evolving every day, businesses have to constantly adapt, evolve and research new technological opportunities. To maintain an edge over the competition, firms must utilise every available resource. Small data can play an integral role in targeted marketing for the digital generation, but it will require companies to tackle their big data dependence. Thankfully, it’s a habit Clemmie is determined to help them kick.

Land your first post-grad interview

How an InSite will help you land your first post-grad interview

Analytics, Employment, Marketing, Technology | No Comments

Finding your first job out of university can be a gruelling experience. Putting together your CV is just the start in a process that can take weeks, months and even years to get right. Deciding which experience to exclude and which to emphasise, what material works and just how you can reach out to potential employers can leave you exasperated and unmotivated, but it doesn’t have to be. Clemmie creates a totally customisable CV from whatever material you choose to upload in the form of a unique personalised website. This website (known as an InSite) is then sent on to your prospective employer. As soon as your site is accessed, Clemmie feeds back data regarding exactly how your employers have responded to your CV. With a Clemmie InSite, you can reach out to and engage with prospective employers. Here are just a few reasons why now is the time to get a leg up on the competition with your own personalised website.

  1. Make a lasting impression
    Posting a new job can be an almighty headache for employers. They can receive hundreds of applicants for just one role, meaning they have to sift through thousands of personal statements, references, personal statements and more. Depending on when you submit your CV, you could be significantly limiting your chances of getting a fair assessment. So why not stand out from the competition with a personalised site designed exclusively for prospective employers? With a personalised CV InSite, you can showcase your best skills and give your experience the platform it deserves whilst offering a genuine alternative to the paint-by-numbers layout of a traditional CV. The simple but effective layout of an InSite allows prospective employers to assess your application from a fresh perspective, demonstrating your originality while giving them a welcome break from the standard CV format.
  2. Make sure your CV reaches the right people
    As soon as your CV InSite has been opened, Clemmie sends you a real-time break-down of how employers are interacting with your site. Not only does this help alleviate the stress of not knowing if your CV has even been received by the intended person, it also gives you a detailed insight into how they’re reacting. Rid yourself of applicant angst waiting by the telephone for a phone call that may never come. If nobody opens your CV, even though you know they’ve received it, the likelihood is your application would have been unsuccessful. The major advantage to the Clemmie InSite method is you save valuable time and effort on pursuing the opportunity with follow-up calls and emails.
  3. Truly understand employers
    Knowing what an employer is looking for can be one of the most challenging aspects of a job hunt. Job listings can be deliberately vague, particularly when the person advertising the role is trying to cover as many bases as possible in the advertisement. With the intelligent analytics of a Clemmie InSite, you can gauge exactly what an employer is looking for without having to hack their emails or bug their office. After creating your own personalised site, simply mail it along to your potential employer with a cover letter and wait for the real-time data in your inbox.
  4. Shine a spotlight on your CV’s shortcomings
    Identify where your CV needs the most improvement through Clemmie’s comprehensive analytics. Break down your CV into individual sections and qualify their appeal through real-time engagement scores. With the simple and clean analytics of Google, you can grasp exactly which sections need the most development and constantly improve your output for future applications. With the traditional CV, the only way to discover your applications weak points was a follow-up phone call or email. With Clemmie’s intelligent analytics, you can quantify your success and failures.
  5. Tailor your InSite with ease for each new application
    Applying for your first job can be a depressing time. Being rejected, or, worse yet, ignored, can take a serious toll on your self-esteem and demotivate you to carry on the search. The amount of work that goes into customising each cover letter and CV for your applications can be equally draining, but it doesn’t have to be this way. A Clemmie InSite can be easily customised for each new opportunity. All you need to do is contact the Clemmie team with your latest job prospect and provide some basic details. Then Clemmie’s committed team of marketing experts do the rest before sending it back for your approval. With a Clemmie InSite CV, you can showcase your abilities in style to hundreds of potential employers a week, and all for just 4.99€  per InSite!