Marketing Data Analyst – Bob

December 11, 2013 |

McKinley Marketing Partners has been working with Interim Marketing Manager℠ Bob for 15 years, a true testament to McKinley’s commitment to building partnerships with our consultants.  Bob is a marketing data analyst who helps clients better understand their business.  We interviewed Bob to learn more about his current data analysis project and what he enjoys most about being a consultant.

Help us understand the qualities of a successful marketing data analyst – describe yourself in three adjectives.    

A data analyst must be persistent; data is never what you expect.  Cleaning and understanding the raw data is often the major focus of a new project.  You must be a quick study and able to learn new tools, or new ways of using old tools, to make a project come together.

It is also important to know how to state results in a descriptive non-technical way for the business owner audience. Business owners want to know what the results mean and how they can be used, not so much the methodology that was used to determine them.  To describe myself, I’d say that I’m driven, inquisitive and analytical, yet concise.

As a consultant, what are some data pitfalls you have helped clients overcome?

On a recent project, I worked with a client who was spending generously on an e-commerce marketing effort that was showing little results.  In this instance, I audited the data systems and Web pages and worked with the process owners to resolve the issues.  Once we identified and fixed the problems, the reporting started to make sense and marketing dollars were reallocated to the project resulting in a big jump in sales.

What makes your most recent project stand out from your previous work?

My current project is to develop data analysis tools for reconciling financial trading data.  It has been unique in that the creation of a successful tool has increased the demand for new tools.  Clients have a need for receiving actionable information instantaneously and the tools I create help them get that information faster than ever before.

Big data is a popular buzzword among executives.  Gartner defines big data as “high-volume, velocity and variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.” How can big data help companies make informed decisions?

There is a great deal of focus for big data these days. Data helps explain where a company’s limited resources need to be used to improve sales, streamline operations, increase profitability, and cut unnecessary spending.  Skilled analysts are needed to dive deep into the data and interact with other team members to understand what is creating anomalies.  Anomalies in the reporting are where important business issues/problems are hidden.

What is your favorite aspect of being a consultant? 

I enjoy new challenges and the opportunity to learn new things.   I’ve done consulting for nearly 17 years and have worked in many different industries.  My skills and perspectives continue to grow with each new project.  I never feel that I’m at a dead end.




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