Together, they can establish what data insights are needed and which of those could drive marketing initiatives.
With marketers having to work within a fragmented media ecosystem, working with data analysts can help contextualise efforts/initiatives. The analysts can also help marketers have a holistic view rather than looking at each channel individually.
While marketers always prepare a plan to follow, this is oftentimes impacted by external factors, for example, the pandemic. In such a scenario, data analysts can share how KPIs may have been impacted and plan for the period ahead.
The downside of working in silos is that the data lacks context. This makes it difficult for both parties to together arrive at the best possible answer. Further, an ever-changing landscape that marketing lives in, requires teams to be on the same page more often than not.
[4 minute read]