Monday, October 08, 2007

Who should run marketing analytics


Last week, I attended a conference call / webcast called "Philip Kotler on Turning Marketing Analytics into Strategic Value" during which I asked Prof Kotler "How do you balance internal vs. external analytical providers?”.

The reason that I asked this question was both one of personal interest and professional. My belief is that the importance of strong data analysis skills will increase as data proliferation and skills resident within an organisation increase. Put simply, grad schools and the like are churning out many more grads who get analytics. In the past, consultancies managed to capture the analytical grads because their clients didn't really have a full time requirement for these skill sets. However my reading of the situation is that this is changing as organisations build better analytics into their business model (see Amazon etc).

Kotler appeared to agree with this view which was a relief for me. However as always there's a but and it's this. Whilst a great deal of analytics will move in-house, there will always been the need for think tanks and consultants to invent new and better methodologies.

(p.s. for regular readers, let me apologise for the gap between this post and my last one - the good news is that my wife just had our second child. The bad news is that my time is vanishing!)

1 comment:

Ron Shevlin said...

Will a "great" deal of analytics move in-house? I think the evolution will look a lot like the evolution of IT. Back and forth from in-house to out-source in many firms, with the pendulum constantly moving.