It Doesn’t Take a Data Scientist

In this episode of #Hashtags, Gartner analyst Jason McNellis discusses how CMOs can be more data–driven without having to be experts in analytics or machine learning. Today, cherry-picking results and going with one’s gut are serious obstacles for CMOs who want their teams to make better and more timely decisions. We’ll cover how CMOs can assess their teams current use of analytics. Then we’ll use marketing examples from multiple companies as we discuss how experimentation, better questions and a “caterpillar’s-eye view” – not more data science – improve data-driven decisioning.

Jason McNellis is a Gartner senior director analyst who specializes in marketing analytics and building insight-generating organizations with a focus on enhancing marketing through machine learning, artificial intelligence, marketing mix modeling, and campaign measurement. Jason helps clients concentrate on the right data and right approach to guide their critical decisions.