The basic assumption of a “data-driven” organisation is that data and digital information are as relevant and strategic as any other financial, economic and tangible resource detained by the firm.
Data management professionals represent a key figure to guide and orientate the organisation within digital landscapes.
Data-driven culture is the new “dictionary” for firm profitability in digital ecosystems and as such it requires in-depth educational and training commitment.
Although Data Science Methodologies found their first applications in Nature and “Hard” fields of research (i.e. mathematics, biology, physics, etc.), even social sciences greatly exploited the opportunities granted by such a whole new set of tools.
In business and entrepreneurial frameworks, data play a pivotal decision making role within a great number of settings.
Data support Marketing executives in the assessment of numerous customers-related and strategic information, such as: loyalty, turn-over, demographics, purchasing behaviour, brand perception, etc.
Large sets of data allows firms and executives to match, analyse, and possibly intercept, highly meaningful market trends that might impact their economic and financial sustainability. Being in the position to know something that others currently ignore stands as one the most precious competitive advantage ever detainable by an organisation.
Sometimes, it might happen that others have been the first to gain a “private” insight within relevant market dynamics. For all these cases, data-driven benchmarking activities allow firms to narrow a very concerning strategic gap.
Plausible future scenarios in which firms orientate their objectives, plans and strategies
Scenario-making activities are highly time consuming tasks that most of the times are outsourced to external specialists with strong statistical and quantitative backgrounds.
In marketing studies, “Branding” is defined as that practice aimed to valorise and mainstream among the general public a product, a service and/or the organisation’s image: organisations are able to differentiate their offer among their competitors reserving for themselves a specific sector or niche within the markets of interest.
Source: The Brand Resonance Model (K.L. Keller)
Brand analysts collaborate in close contact with product specialists and the Public Relations department of a firm – such pooled knowledge contributes to the definition of a very detailed communication strategy aimed to enhance and valorise the public perception of the firm and its offer.
Digital branding concerns the transposition of these concepts from traditional marketing tools (i.e. billboards) to digital marketing solutions (i.e. social media management, email marketing, etc.).
With the booming of digital economies, branding opportunities have increased exponentially.