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We've launched two new offices

David Farmer our consultant managing the role
Author: David Farmer
Posting date: 7/9/2019 1:16 PM
I'm incredibly pleased to announce that this week we have launched two new offices. 

The first, in central Berlin, will solidify our on-the-ground presence in the German capital and allow us to continue to develop our client base in this rapidly-growing market. Run by Senior Manager Peter Schroeter, under the guidance of our Director of Europe, Alex Hutchings, we're really excited to see the new space become a hub for Berlin's Data & Analytics talent. 

Secondly, we've also opened a second Wimbledon office. Despite only moving in to our current home 18 months ago, our rapid growth has led to us opening an additional Executive Office to house our Operations team as we bring in more and more expert consultants. Fortunately, it's just over the road, so there's no need to grab a bus between meetings. 

This continues to be a great time for Harnham and watch this space for more growth news in the not too distant future. 


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FROM HEALTHCARE TO HOSPITALITY HOW BIG DATA TRANSFORMS INDUSTRY

From Healthcare to Hospitality: How Big Data Transforms Industry

Big Data, once a looming anomaly for many businesses, has transformed. No longer a buzzword, it is essential to enterprises everywhere – from healthcare to hospitality. Whilst it’s taken about a decade to get here, the last two years are truly telling.  With the amount of Data flowing through our systems, over 2 quintillion bytes each day. Think Apple Pay at Starbucks, credit card purchase, filling out of forms, GPS, our phone Data, traffic cameras and lights for traffic control. Big data is now big business. Top Industries Using Big Data and Analytics While the most prevalent industries which come to mind are retail, entertainment, and politics. There are two which, until now, have been coming in under the radar and have seen some of the biggest changes using Data & Analytics; healthcare and hospitality. Whilst they don’t seem to go together, they do have one thing in common – the experience. Hospitality  As you plan for your next vacation, you may be debating the merits of a hotel reservation versus an AirBnB. Lodging options in the share-economy have forced traditional accommodation options to rethink their strategies. The ease of “mobile first” which allows customers to manage their bookings, stays, and travel experience through their phones is in direction opposition to the client-facing hotel industry.  There is a massive shift happening in this industry and a powerful Data Analytics tool can help create visualisations from a company’s Data. Not only can these provide insights for the future, but they also offer suggestions for strategies which can be implemented now to impact future prospects. Healthcare  One of the most telling industries being transformed by Big Data is healthcare. Access to care is not only available in-office, in-person, but now with the advent of Telemedicine, patients can get questions even more quickly. No matter the industry today, this is a buyer’s market, or in most cases, a customer’s market. And its customer satisfaction which drives the success of a business. In healthcare, it’s patient satisfaction. Patient satisfaction scores underlies everything from hospital funding to the return visits in the private sector. Like any business, the patient experience in the healthcare industry, begins with initial contact, staff responsiveness, communication by doctors and nurses, wait times, even equipment and cleanliness of facilities to name a few examples. Once all the Data and information is gathered, collected, and analysed, these healthcare professionals are able to make any necessary adjustments. As quickly as Data has grown in the last couple of years, the projections for healthcare can expect to see a high volume in the next seven years. One of the highest benefits which can add to patient experience is the database of patient’s information can be shared across healthcare organisations saving time, money, and patient stress which all leads to better treatment for the patient’s needs.  In fact, according to the International Data Corporation (IDC), healthcare Data is expected to grow faster than industries such as the media, manufacturing, or financial services. Advancements such as chatbots, virtual assistants, Big Data Analytic tools, and medical imaging have all added to the transformation.  As strong and as prevalent as many of these advances are, many organisations still struggle to find the right candidates with the right Data skill sets. Many have neither a blockchain strategy nor have plans to implement one and are falling behind. There is a next generation opportunity here to more fully transform digitally, but the right people need to be in place to make it happen. Digital transformation isn’t slowing down and is becoming more critical at a rapid rate. By making investments in your health IT, analytics tools, and people, you’ll be ready to close the digital transformation gap. If you’re interested in Big Data and Analytics with an eye toward the Life Sciences field, we may have a role for you. Check out our current vacancies or get in touch with one of our expert consultants to learn more. 

Eoin Pierce

Eoin Pierce

19. September 2019

HOW PROGRAMMATIC IS REVOLUTIONISING ADVERTISING

How Programmatic Is Revolutionising Advertising

With consumerism on the rise, and a drastic shift away from traditional avenues of advertising, the use of Digital Marketing and the demand for business to become more technically ‘savvy’ is continuously increasing. The extent of different digital media channels in the advertising space, as well as the recent evolution of approaches such as Programmatic Advertising, has caused confusion as to which approach is the best for businesses to adopt and for well versed Digital Marketers to reflect on what their next career step should be.  Irrespective, Programmatic is such a buzzword within the market at present and is widely predicted to become the future of display advertising. Despite this, many have a lack of understanding as to what it actually is. Whether you are looking for a career change or to embed Programmatic into your marketing strategy, here are some considerations: Defining Programmatic  Programmatic advertising is the automated process of bidding for advertising inventory to allow for the opportunity to display a relevant advert to the desired consumer in real time.  At a basic level, parties from the ‘supply’ side of programmatic will sell an impression referred to as ‘audience ‘inventory’ through a Supply Side Platform. Facilitated by the ad exchange, such inventory is shared with advertisers who have submitted their desired audience preference through a Demand Side Platform. Within this online, automated marketplace, all advertisers will bid within the auction and the highest ‘bidder’ will then win each impression. The advertiser, typically a media agency or in house team of specialists, will begin to target users through Programmatic Ads that can be online or Out Of Home (OOH). Redefining your advertising strategy  With pre-existing modes of marketing such as, newspapers, radio, TV and, more recently, social media and paid search; it is worth considering the additional ways in which Programmatic advertising can benefit your business. Rather than utilising Data-driven ‘trial and testing’ methods to assess what will attract audiences to your site, Programmatic advertising uses a personalised approach by only targeting users who have expressed an interest in specific products or services. The automated process of identifying target users enables this to be a lot less manual than traditional modes of advertising. As a result, this will save your business time and unnecessary resources dedicated to Predictive Analysis, which will particularly benefit smaller businesses who may have a limited marketing budget.  Programmatic advertising is also not just limited to online. The development of OOH has revolutionised the power, audience reach and impact of this long-standing method of advertising, allowing it to “bring data into the physical world” on a mass scale.  As well as delivering a single ad to the right user at the best time, Programmatic advertising can enable your business to target hundreds of relevant consumers based on their online activity and location. This form of audience targeting is still incredibly new to the marketplace and is continuing to expand. By 2021, it is anticipated that Programmatic will further bridge the gap between digital and offline media by programmatically purchasing tv adverts; representing approximately one third of global ad revenue. The future of advertising careers If you are looking for a long-term career within advertising, Programmatic is a great route to gain exposure within, given that it already dominates the industry, and looks set to continue to.  Due to such high demand and the lack of quality candidates within the market, Programmatic specialists are incredibly desired and retained by employers. As such, businesses are consistently searching for more talent within their team. Once onboard, they often invest heavily in training, personal development and internal progression.  There is often a misconception that Programmatic is not scientific, however, specialists often sit in Data teams and utilise Analytics software or Data Visualisation tools daily; extracting and manipulating Data. Server-side scripting is also a huge part of the role; if an ad is not displaying on a site suitably, the Programmatic team will be required to dive into the JavaScript or HTML code to troubleshoot the issue.  So, if you are looking for a Data-led vertical of advertising, Programmatic is a great career path. However, the supply and demand side are kept very separate due to the difference in tools utilised. Transitioning between the two can be incredibly problematic, especially further into your career so, if you are looking into a specific route, make sure you are making an informed decision. If Programmatic sales, inventory analysis and yield optimisation are appealing, the publisher side could be a great route. Alternatively, if setting up and monitoring campaigns or segmenting audience Data is of interest, I would advise starting agency side. Whether you’re looking to venture into a new aspect of digital media or require specialist talent within your team, we can help. Take a look at our latest opportunities or get in touch with myself at francescaharris@harnham.com to find out more.

Francesca Harris

Francesca Harris

12. September 2019

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