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1/ Prediction: In 2020 the hot role in consumer will be data analyst/business intelligence - particularly BI teams that can leverage both internal and external data to drive growth (not just make the co. more efficient). Here is a bit why.
2/ Last few years it has been a ecomm/"digital" expert. (Tech crew can laugh at how vague that is- fair, but....well....yeah that's a fair criticism). Problem is with continuously rising CACs.....
3/.....and industry-wide recognition that omnichannel > d2c only, the CEO needs a more holistic view of how to grow the entire business. Not just the online business.
4/ Enter a data analyst that has the capability to acquire and utilize diverse data sets, driving insights to help the company make more effective decisions related to distribution expansion, pricing, new product development, and.....sure, marketing spend too.
5/ I'm not talking about basic utilization of retail level sales. That data is flat-out commoditized and just isn't driving differential value for sophisticated CGP companies or retailers. "Oh wow velocity is up? Wow thank goodness no one else knows that." BORING.
6/ I'm talking about unique data sources, likely ugly and messy, stitched together. The data analysts (or......data scientists!?) that will drive differential value are those that will be able to combine multiple sources, internal and external, in ways that drive growth insights.
7/ The brands, and their likely acquirers, are focused on growth. The data analysts will focus their work on what drives growth- not necessarily squeezing pennies from the stone. Or whatever the expression is.
