In 2012, “Harvard Business Review” named the “Data Scientist” the “Sexiest Job of the 21st Century”. Even then, there was the expectation that the marketing would change enormously with the ever-larger extensive collection and analysis of data. Since then, the expectation has changed very little – only with the implementation, it seems to take a little longer.
In countless surveys, companies of all sizes are making sure that they find “important” data, see a variety of opportunities in digitization and want to expand their activities “as soon as possible”. A common reason for the delays: companies do not find enough specialists.
This should change in the coming years, after all, then pushes the second generation of qualified graduates to the market. Which, in turn, may have specialized in the different areas of digitization. In addition to the data scientist, there are a number of job profiles that are desperately sought in marketing and still need a long time.
1. Data scientist
The highly sought-after “data scientist” has usually studied mathematics (or physics), statistics and/or information technology. He/she can strategically plan and coordinate a company’s data collection, model and analyze the data obtained, and derive insight into current and future company decisions. Ideally, he works in an interdisciplinary manner and, in addition to his understanding of data, has a business or market-oriented thinking. “His tools: Hadoop, Apache Spark & Co.
2. Big Data Engineer
The Big Data Engineer provides the infrastructure that is available to the Data Scientist and other departments. He knows the already available data sources within the company and opens up more. Dedicated to marketing, the big data engineer develops, for example, an architecture that enables the external data to be recorded in real time in a large store network.
3. Business Intelligence Analyst (BIA)
The Business Intelligence Analyst, short and business card compatible BIA, is more likely to play the role of an external observer. He analyzes the actual and potentially available data from a variety of sources and devises new ways to use it. In doing so, he reacts proactively to trends and the future direction of the company – making the job suitable for external consultants or agencies that consider “data” as a service within the framework of a marketing strategy.
4. Data Security Administrator
Apart from the superficial warning and newsletter panic, the GDPR has yet another level. more data the company uses, the better it must be protected against unwanted insights..What is technically possible and perhaps desired by marketing could also give hackers or competitors “valuable” insights. The Data Security Administrator can ideally communicate in the enterprise that the implementation of security strategies and data protection restrictions is a feature that can even be marketed. Maybe he is even a lawyer or social scientist.
5. Artificial Intelligence Engineer
Artificial intelligence will plow the marketing of the future. In particular, the interaction of humans and machines in natural language is becoming increasingly important, not only in the development of bots. The Artificial Intelligence Engineer knows the developments in this area, can ideally make predictions on the customer behavior and automate the corresponding processes. The human component and the proverbial understanding of both sides – technology and customer – characterize the Artificial Intelligence Engineer – he designs the algorithms that unite both.
6. Web & Mobile Developer
Artificial Intelligence and Bots, Smartphone or Virtual Reality – the “Web” will not disappear and ultimately you need in the broadest sense for everything an “App” or “WebsiteSite”. In turn, they are increasingly being optimized for interaction with the user, visitors or customers, possibly even completely personalized. Website developers and apps will design the interfaces for all the data marketing uses to address customers. Accordingly, the focus on UX (User Experience) and UI (User Interface) are among the elementary skills.
7. Social Media (Data Marketing) Manager
No joke, even if the title sounds not too “hip” in 2018. The social media (marketing) manager of the year 2028 handles the data provided by the then still existing social networks. He plans campaigns, optimizes reach and engagement, and provides marketing with the feedback he receives at the front end. A prerequisite for this job is probably the ability to change perspective when the interests of the company conflict with the interests of the users. Communication professionals with data understanding are in demand.
8. Voice Search Optimization
The search engine is dead, SEO too, long live voice search. With the increasing success of Alexa, Google Home, Siri, Cortana – including, for example, “Ask Mercedes” , as a small reference to new markets – is likely the end of the classic search engines pending – at least until 2028.
If accompanied by the importance of currently known surfaces and devices of the most humanly acting voice output, the underlying data must be optimized to the search queries of the users. The Voice Search Optimizer not only knows the high-tech assistants of the tech giants, but also the company’s solutions in this area.
9. (Data) Graphic Designer
If advertising is finally (at least) personalized and theoretically infinitely more data available, the ad media suppressed advertising material today may celebrate its resurrection. The graphic designer of the year 2028 creates interactive, tailored to the user, in real time adapted promotional materials, with which he communicates rather than “advertises”. In the process, the data from the company’s asset becomes welcome information for the customer, who – ideally – sees benefit in the previous disclosure.
10. The egg-laying Wollmilchsau(All-rounder)
Let’s face it: Not every company will be able to afford highly specialized professionals in all these areas in ten years’ time. On the one hand, this is an opportunity for agencies or freelancers who could offer the corresponding services. On the other hand, job advertisements for “data scientists” already reveal that many companies are actually looking for the “all-rounder” that accompanies them at the first tentative steps in this area. Assuming that the “disruption” and “digital transformation” 2028 is still far from complete, there will still be a need for interdisciplinary crossover participants.
Outlook: Data Scientists in the Management
Analyzes and reports, security and the requirements of the legislator, new means of communication such as language assistants and virtual reality: data will shape the marketing of companies and institutions in the coming years. One of the biggest challenges is likely to be to co-ordinate the co-operation of previously peacefully coexisting business units, so that the previously unused data treasure can be salvaged. This, in turn, is the job of COOs or CTOs who have to “trim” a company in that direction. At the moment there is still a lack of overview and expertise. But there is a reason to be optimistic: More and more data scientists will be in C-level positions in the coming years.