Everyone knows data is important. But there’s a difference between reading numbers and knowing what to do with them. 70% of marketers say data-driven marketing is core element of all their campaigns that noticeably decreases cost per acquisition.
We recently spoke to Jack Golding, Digital Performance and Analytics Specialist at RACV and Industry Mentor for the Marketing Analytics and Insights short course, to discuss the latest marketing trends and share his advice for those wanting to get their foot in the door in the industry. Here's what he had to say:
Can you please tell us a little about your background, Jack?
I’ve been in some type of marketing analyst role for six years now, across many industries and as a consultant. My undergraduate was in computer science and mathematics, then by chance I had fallen into marketing. The problems are very different to those I studied at university, I’d say the ones in the workplace are more enjoyable.
What's a typical workday like for you?
Everyday starts with a standup to discuss priorities and blockers with our wider digital operations team. From there, every other day we will have a short meeting within our digital analytics team to prioritise our backlog of work. Once these are out of the way, we meet with stakeholders and work, either implementing new performance tracking or reporting on performance.
What's your favourite part of your job?
Working in a “centre-of-excellence” team means you get a large exposure to various parts of the business and different products. One day you could be working on a report going to the CFO, the next day assisting with a product launch.
What trends are you currently seeing in marketing today?
There is a massive push towards personalisation in marketing at the moment. Businesses can expect significant uplift by ensuring that they reduce friction with their processes. Part of this is ensuring a seamless transition from advertising on third-party digital platforms to owned platforms. This requires a great amount of data processing!
What advice would you give anyone wanting to get into marketing analytics but have no prior experience?
Break it apart into marketing and analytics. For marketing I’d focus on understanding funnels and customer journeys and remember that 60% of marketing spend goes to Facebook and Google - so if you want to understand digital marketing, there’s two main platforms to understand for performance marketing. SEO is quite easy to get a foundation level knowledge on, there’s a lot written about it. For analytics, it's just a case of understanding what numbers are useful for marketers. Some of the tooling may be difficult but you can go a long way with just Microsoft Excel to process data exported from these systems.
Why did you decide to become a mentor with RMIT Online?
I've always loved tutoring throughout my university studies, but didn’t particularly like certain parts about teaching. RMIT Online is set up very well with the Future Skills team looking after most of the administration, leaving me to focus on sharing my passion with the students!