Marketing/customer analytics types are pretty secure in their jobs at the moment. If you're managing an analytics team, you know how hard they are to find, how tough it is when you lose them, and how willing you are to put up with sub-genius performance. After all, the job requires a lot of knowledge, a lot of intelligence, and a lot of that certain special something called creativity.
You may despair at the idea of demanding more from your analytics team, for fear that they will actually answer the phone the next time a recruiter calls. You worry about all of that intellectual prowess walking out of the building each night. It leaves you cold.
What to do?
Make them even more indispensable than they are already.
Challenge them to be the very best and very brightest they can be. Give them stretch goals and tough problems to solve and new tools to learn and they will stick with you like glue. They will learn that you really want to help them...while they are helping you.
Specifics? Why yes, I have some specific advice that came from some specific speakers at the latest eMetrics Summit in London. Specifically, Michael Blastland, author of "The Tiger That Isn't," David Bomphrey, head of digital customer experience at Everything Everywhere, Vicky Brock, CEO at Clear Returns Ltd, Barbara Pezzi, director of analytics and search optimization at Fairmont Raffles Hotels International, and Richard Phillips, head of online analytics at Virgin Media. My hat's off to each of them. Here is the culmination, conglomeration, and concatenation of their advice:
If you set out to make your analytics team better and better, they will get better and keep getting better and finally, they will want to be better...for you.
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Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.
December 12, 2013
1:00pm ET / 10:00am PT