Our love affair with data driven marketing approaches began over 20 years ago when we acquired a database marketing firm. Today our practice area has evolved to deliver an analytical approach to just about everything we do. In laymen’s terms, we use data to improve your marketing performance. We focus on three major activities.
Because data is coming from so many different sources (“variety”), at increasing speeds (“velocity”), and in large amounts / granularity (“volume”), the data science enterprise depends on your ability to manage data – the three v’s of big data.
To identify patterns, predict the future, and optimize marketing decisions, you must apply scientific processes and algorithms. Is there a marketing decision to be made? There’s an algorithm designed to assist in deciding the best course of action. And based on the available data, it is possible to dramatically improve the quality, as well as the speed, of those decisions.
This third component connects data and machine learning “decisions” with marketing technology platforms. The data + analytics system is directly connected to an automated action such as bidding on ad inventory, adjusting prices, and prompting an email or outbound call. It is the action part of data science that creates the real business value and drives sales, efficiency, ROI benefit, and competitive advantage.
Together, Brunner’s expertise in the nuts and bolts of analysis and data science, as well as its emphasis on useful insights and implementation, is what propels performance in the short-term, as well as the long-term.