Last week, I explained how 80% of PPC professionals will be replaced by an algorithm. However, deeper in to my article I also mentioned that “many of the “web analysts” who only function as data reporters without adding much business value” will also be replaced by technologies like NarrativeScience and Arria.
I first came across NarrativeScience’s technology while coaching my son, Sammy’s little league team. I used an app called GameChanger.io to keep the box scores and stats for every game. At the end of the game, all of a sudden I noticed a “headline” and a link to recap story that led to a narrative of the box score.
Watch the video below to get a better sense of this technology and you’ll see why I predict many analyst who are doing nothing more than sending out reports will be anxious to find ways to improve their skills. Here are some tips from my good friend Jim Sterne on how to become more indispensable as an analyst.
Then see how the big data application Automated Insights describes what marketers need to be told about their web analytics data and see if you agree with them.
What would be your top tips on how to become indispensable as an analyst and provide true business value?
My first tip, find a organization that values your role and allow you to be part of the team that provides business value and enables change.
Wouldn’t want to work anywhere that didn’t!
Analysts should be analysing data not just producing reports. The key has always been about going beyond the “what” which reporting and data visualisation tools can tell you and to get to the “so what’s” and “now what’s” that generate insight and added value.
Agree w/Martin. Analysts should be analysing the data but more importantly, making it applicable to the business and the stakeholder. The real skill is interpreting it in the language that the stakeholder will understand – sometimes it has be in detail, sometimes in bullet points.
Martin and Isikeli what you don’t seem to understand, is that it not the way that you view the job of analyst in your organization but it is the way that many executives view the analyst in their organization. Perception is reality. Jim Sterne, Avinash and I can tell you that way to way many organizations barely open the reports sent by so-called analysts. They don’t hold a high level of business value or act as catalyst for change (growth) for the organization, so that if they don’t up their game then for many organizations they will easily be replaced by these robots. Here is another example of the applications coming to replace many analysts: http://blog.automatedinsights.com/post/42959896599/we-just-launched-the-worlds-first-real-time-insights.