With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.
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Lauren joined the Harnham New York team 2018 and has been responsible for helping to expand Digital Analytics across the East Coast. Her remit covers web and digital analytics roles for media companies and media agencies. She joined Harnham with 2 years’ recruitment experience, recruiting for advertising and marketing technology companies in the UK.
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Size. Scale. Strategy. Metrics. The measurement of the customer experience is inherent throughout our marketing and advertising efforts in today’s world. So, we thought we’d take a step back and ask Data professionals about their thoughts on current and upcoming trends in the realm of Web Analytics.Their answers were as wide and varied as the people who gave them. But to a one, these are all in executive leadership and are exclusively focused on Web Analytics and its effects on consumer behavior. Personalization Gets More Personal "With IoT, today service providers have a huge amount of data about their consumers. In Web Analytics, this has led to analysis of individual customer behavior, which is enabling companies to offer personalized services to their customers. Therefore, on-page analysis has become popular because the aim here is to convert the visitor to a purchaser when the opportunity presents itself. With voice search on the rise, this has led to a push towards analyzing voices- so as to understand emotions and identify points of frustration which lead to abandoned carts." - Avinash Chandra, Founder and CEO at BrandLoom Privacy Focus “Many people are concerned about how the likes of Google and Facebook handle the analytics data they collect. Google Analytics has been the default choice for most tech teams for years now, but it's being installed on fewer and fewer sites nowadays. Instead of handing your website's visitors' data to Google, many young companies want to be in control of their visitors' data.” - Uku Tehrat, CEO at Plausible Insights Reading the Tea Leaves of Web Analytics “Access to deep information has a drawback; it’s made us reliant on the instantaneous raw data from each analytics channel to inform strategy. However, that data isn’t always accurate. To solve the problem, marketers and analysts will need to take a more holistic view of the data. Instead of, for example, tracking revenue by channel solely in analytics, the analytics professional will be looking at the real revenue of the business and evaluating the changes in the marketing that have led to that result. By looking at the real business KPIs and creating narratives that reflect the whole of the data, an analyst will be able to avoid the short-term thinking that comes from the constant analysis of daily analytics reports.” - Doug R Thomas, Marketing Consultant at Magniventris The Third Wave of Business Intelligence Sean Byrnes, the CEO of Outlier, an analytics solution provider, is seeing an interesting shift in Data Analytics. This shift has us entering the third wave of Business Intelligence (BI). The first wave, data centralization, aggregated business data in a single place, making it easy to know where to look for answers. Next, data visualization tools made extracting answers easy and accessible, allowing anyone in the organization to make use of them. The third wave is Automated Analysis. This wave will have a big impact on data scientists and how they do their jobs. In this third wave of BI innovation, automated analysis systems will constantly examine all of a business' data and provide "curated" insights related to specific and actionable changes in the business. This is vastly different than today's dashboards, giving data scientists specific, daily direction on which parts of the business to focus on. This also helps data scientists elevate their own brand to one of a data counselor. Helping define how to use data insights to fine-tune the business. - Sean Byrnes, CEO at Outlier. Video Marketing is Here to Stay “From a marketing perspective, the biggest trend I see moving forward is the continual rise of video consumption. Consumers are shifting from reading blogposts to watching YouTube videos, and from reading books to watching Netflix. We know that the currency of the online world is engagement. This means that whichever large company, small business, or individual can engage their audience most effectively, wins. When it comes to web analytics, it is important to identify the metrics that signal strong user engagement and to work to improve upon the mover time. Some of these metrics include watch time, average view duration, re-watches, returning viewers, etc. The better you can get these metrics, the more engaged your audience will be.” - Jeremy Lawlor, Co-Founder & Chief Strategist at Active Business Growth AI-Enabled Data Interpretation “AI is constantly being mentioned as an enhanced way to interpret and help visualize data, and we are seeing various tools that promise to do that. I also see a lot of potential in using Web Analytics to predict consumer behavior and have better forecasts of performance. In general, we will have better ways to decipher them in order to better serve our needs in understanding the historical data and identifying trends and risks.” - Gabriel Shaoolian, Founder and Executive Director at DesignRush A Three-Pronged Shift of Integration and Visualization Data connection web + mobile + offline (data integration) DataViz development (data visualization) Development of the data-driven business model "This shift towards a more integrated and data-driven approach should be important to business. After all, it’s the business model not just of the future, but now." - Krzysztof Surowiecki, Managing Partner at Hexe Data, a Data Analytics company A Growth Spurt “Web Analytics should expect a growth spurt in the next decade. Technology has gotten so complicated, we need people – senior level people – with experience to understand and distill data to the business. Even something as simple as Salesforce, needs experts. Jobs aren’t going anywhere. Businesses are desperate for educated individuals to help them make sense of all the data and filter out that which “fake” (read: bot traffic) in order to really understand the numbers and what that means for their business.” - Daniel Levine, trends expert and keynote speaker at DanielLevine. Web Analytics has been backstage long enough. As businesses aim to strike a balance between the data measurement of the customer journey, ensuring customers’ data privacy, and tailoring each experience, there’s plenty of work here to go around. And with the estimated growth spurt in the next decade, now’s the time to jump in. If you’re interested in Web Analytics, 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. For our West Coast Team, call (415) 614 - 4999 or send an email to firstname.lastname@example.org. For our Mid-West and East Coast Teams, call (212) 796 - 6070 or send an email to email@example.com.
29. August 2019
Timing is everything. Market research, consumer trends, and digital transformation. They all share the structure of right time, right place for the product, service or, in this case, digital trend, and directly impact how work gets done. Change on a massive scale once took centuries to complete. Today, change happens in real-time and reshapes businesses in months, not years. Jurassic Changes in the Digital Age To stay in the market and ahead of competitors, it’s important for leaders to embrace digital and all it entails. Even within the digital transformation of work, there will be three periods of growth, in which some businesses have blossomed and others have failed. Disruption is a given. Hyper-digital is now. Universal transformation is just around the corner. Disruption – add the word “tech” to any industry and even the industry name embraces the technology to create value and improve customer service growing response times to minutes, not hours or days. Demand for instant assistance grew. Hyper-digital –What was once a luxury or novelty quickly became a household or business “can’t do without it” device or service. Digital technology adoption accelerated at lightning speed. Universal Transformation - The convenience of all-in-one will be widely adopted and required. As we look to year 2020, we’re firmly in the hyper-digital age. Understanding technologies, we have now such as Big Data and analytics, and how to utilize their information for business is critical for making plans. This information can help prioritize budgets, schedule implementations, and even plan out investments into what and when to maximize returns. However, this will require strategic planning, and a roadmap to guide and time technology application and implementation for businesses. It will be important for leaders to know why. Why they need this particular technology at this specific time, and how it will help them move forward in their business goals. Delegating Data Mobile and digital consumers have reached unprecedented levels. Departments from marketing, sales, IT, and data teams race to keep up with the demand for instant information. Hyper-vigilance in today’s hyper-digital world requires humans to upgrade their abilities, and learn how to delegate data to the technologies available such as AI and analytics systems. As digital technologies get faster, smaller, cheaper, and more powerful, demand will only grow for integrating human and robot interaction. But, while technologies can change on a massive scale in a short amount of time, humans don’t. AI systems that are dependent on real-time analytics offer relevant and personalized experiences. Add to that the rise and proliferation of mobile and connected devices as well as the associated data used by AI systems to deliver actionable insights, it’s no wonder Big Data and business analytics will see such a strong impact over the next two to seven years. Analytics Are Key Digital technologies are no longer “nice-to-have”, they are “must have.” Knowing and understanding Web Analytics is key to automation in the digital age. It’s not a matter necessarily of getting the information faster; it’s about taking the information and developing actionable insights faster. Businesses that lag behind digitally may find their markets overturned. While those leaders who embrace and focus their digital strategy will succeed in the universal transformation. Having a clear vision and digital strategy is critical to the success of any enterprise wishing to compete. No longer can businesses wait to see what will happen. Their actions can affect revenue growth and cost savings, particularly as their digital leadership relates to their clients and customers. Data is infused within every aspect of business and our daily lives. Forward-looking leaders can’t afford to overlook the emerging trends in AI and analytics in 2019. If you’re interested in big data and analytics, we may have a role for you. We specialize in junior and senior roles. Check out our current vacancies or contact one of our recruitment consultants to learn more. For our West Coast Team, call (415) 614 4999 or send an email to firstname.lastname@example.org. For our Mid-West and East Coast Teams, call (212) 796 6070 or send an email to email@example.com.
12. December 2018
Digital Transformation. Industrial Revolution 4.0. Big data. Business Intelligence. Predictive Analytics. Data Scientist. Data Engineer. Data teams. Once you get past all the verbiage, it’s really about the story. Your company’s story. Where you’ve been. Where you are. Where you’re going. Enter web analytics. What are Web Analytics? Whilst Data Engineering lays the pipeline to create the structures from which to build data, Web Analytics are the measuring stick for data collection, reporting, and analysis. It’s intended to help you identify measures based on your organization’s goals both internally and externally. The gathered data then helps determine the success or failure of a given strategy or user experience. Your organization’s storytelling strategy based on Web Analytics is then defined by a framework. Not unlike defining a story structure in a movie, play, or book. These framework items include: Goals – why you are in business? What problem are you trying to solve? Objectives – How will you achieve your goals? What steps need to be taken? Calls-to-Action – What do you want your customers to do when they’re on your site? How will their actions affect your business goals and objectives? Key Performance Indicators (KPIs) – How will you measure each call-to-action? Why Do We Tell Stories? When it comes to storytelling in business, you may think it’s either just about the business or just about the consumer. In truth, it’s both. The story sets the stage for understanding a business culture, and why people buy your products or use your services. It provides an opportunity to exchange ideas, suggest improvements, and gather insightful data for future trends in your business or industry. It can be easy to focus too heavily on one issue or another. But, the skills of tomorrow are a fine balance of both the analytical and the creative. Data gives you the details such as visits, page views, conversion rates, and so on, but if you can’t weave it into a cohesive story, those snapshots can seem disjointed. The ability to take relevant data and tie it into an objective or business goal, before translating it goes a long way to executive and stakeholder buy-in. Analytics help us answer the question why. A data-driven culture helps define a businesses strategy, goals, and objectives as well as offers actionable metrics to drive the business forward. Storytelling takes the metrics collected and evaluated and puts an image to the numbers. We are tied emotionally to stories, and bringing your customers, your stakeholders, and your staff into your story helps keep everyone on side. So, how do you meld the analytical component of data collection with the creative side of communication? Below are a few suggestions to help you succeed, and to help you understand the difference between metrics (the numbers), and analytics (the story behind the numbers). Make sure Web Analytics are part of your business strategy. Incorporate the information, advice, and recommendations from the start. Invest in talented individuals who can understand and communicate the information at a glance. Work from the inside out. Offer training and workshops to facilitate growing your talent pool, and to add to the knowledge of those already on staff who show interest in the field. Today’s Mergers and Acquisitions show us a Vision of the Future Once siloed departments are being brought together for more robust data teams. Multi-and omnichannel platforms are converging to give a more developed picture of the collected data’s story. Even seemingly disparate parts and platforms such as social media, search, and analytics are partnering, merging, and ultimately changing the future of analytics. If you’re interested in Big Data and Analytics, we may have a role for you. We specialize in junior and senior roles. Check out our current vacancies or contact one of our recruitment consultants to learn more. For our West Coast Team, call (415) 614 4999 or send an email to firstname.lastname@example.org. For our Mid-West and East Coast Teams, call (212) 796 6070 or send an email to email@example.com.
05. December 2018
As the final few of months of 2018 approach, we’re starting to look to the year ahead. Since 2017, companies have begun to shift from data-generating to data-powered organizations, and it’s important to note how transparency practices, insights, and market spending are beginning to work together to deliver best value to a business and its customers. To plan effectively for 2019, marketing leaders need a solid understanding of the overall economic and competitive environment and the major trends impacting B2B marketing. In a joint effort, Duke University’s Fuqua School of Business, the American Marketing Association, and Deloitte, have created the CMO Survey, which seeks to capture senior level marketer’s opinions about important trends in marketing spending and practices. Drivers of Future Growth Survey participants were asked to rate the importance of five “drivers” of future organic growth in their business. They ranked the ‘right talent’ as their topmost priority whilst having the ‘right technology’ was listed only fourth out of the five possible choices. So, while technology remains an important driver, respondents clearly believe that having the right talent to work with that technology is the best way to deliver actionable insights and improve business performance. Blended within these marketing best practices are marketing spend, new roles which will come of age, and governmental regulations of transparency, specifically the European General Data Protection Regulation (GDPR). The latter, in particular, will see an increased prominence in the U.S. as customers demand more data protection and privacy. Changes to Marketing Spending Overall marketing spending is expected to grow by about nine percent over the next twelve months: Digital Marketing is expected to increase by up to 14%. Social media and mobile marketing are expected to increase rapidly but are unlikely to have a major impact on company performance. Despite this, we should see an uptick of around 7% within the next three to five years. Marketing analytics will also expand over the next five years, although marketing leaders are still working out how best to maximize analytics potential value. Introducing the Chief Data Officer There has been a rise in senior level roles with the Data industry. One of the most crucial, newly developed C-suite executive role is that of Chief Data Officer or CDO. Whilst the CDO’s role is to derive value from Data, this is not a functional role, but a strategic one. However, as this is still fairly new within the industry, any company appointing a CDO are clearly presenting their mindset as a Data-driven business. For those senior level Data professionals who understand agile platforms, methodologies, and can shift rapidly between centers of excellence and line-of-business, CDO could be your next role. Data Governance Professionals Though Data Governance strategies are key for all C-suite executives, there is also a place for an individual to hold a key role in Data Protection & Governance. Following the introduction of GDPR in May 2018, businesses were put on alert to take greater care of their customer’s data. Though fines are potentially massive, many enterprises, especially in the U.S. are still not prepared. It’s important now, and will become increasingly so, for organizations to get a better handle on the governance of their data assets. Extracting meaningful insights and increasing operational efficacy requires flexible, integrated tools that allow users to quickly ingest, prepare, analyze and govern data. Full transparency within an organization derives trust from customers and helps to draw more meaningful, timely insight conclusions. For more about the trends that have dominated 2018, you can learn more here. If you’re interested in Data & Analytics and are seeking a new role, we may have an opportunity for you. Let’s talk. To learn more, check out our current vacancies or get in touch: For the West Coast Team, please call (415) 614 4999 or email firstname.lastname@example.org. For the Mid-West and East Coast Teams, please call (212) 796 6070 or email email@example.com.
25. October 2018
From Faneuil Hall to Fenway Park, along the Freedom Trail, and in the halls of Harvard and MIT, Beantown boasts a cultural cornucopia of American history. Since Paul Revere’s Ride and the Boston Tea Party upset, Boston has been a leader in innovation seamlessly weaving its history into its future. With its historical beginnings steeped in dreams, desires, and innovative prowess, Boston has transcended the status quo of the quaint New England town. From music to sports to science, it has listened to its people, its visitors, and kept a pulse on technological advancements to improve lives. Knowing what people want can help you give them what they need.“People think of innovation and heritage as opposed ideas but I disagree. If we are heritage brands, we stood the test of time because we have [a] tradition of successfully innovating. Innovative companies should aspire to become heritage brands.” – Alex Boren, CEO of Oscar de la Renta Transcend the Status Quo Using Digital Analytics Over the last few months, we’ve talked about how to put your best foot forward by boosting your resume with video, the importance of enhancing the basics with technology, and broadening your skillset as data recruitment ramps up its efforts to find top talent. This not only offers great insight to a recruiter, it can also help you gauge how you can grow into your next position. You are your own brand. Every day you innovate – whether you realize it or not – video, apps, search, and more. And you thought those apps were just for games!Just by reading our blog, you’re learning, growing, as are we as we discover your passions, your interests, and your drives by transcending the status quo. We are, after all, a data and analytics recruitment firm, and therefore derive our own insights using digital analytics. But, just as it applies to retail, finance, media, and other industries, it applies also to you, the candidate. The InterviewYou’ve written your cover letter and tailored your resume. You went the extra mile and added video or showed off your design skills in the layout. You’ve been ramping up your skillsets to give yourself that extra oompf, and now, you’ve gotten the call – the interview. Whether your interview is on the phone or in person, there are few things you can do to rock your interview:Dress professionally – even if it’s a phone interview. It’ll help get you in the right mindset.Smile. Have an extra copy of your resume and cover letter to help keep you on track during the interview.Be prepared and know the company and job. Have a few well thought out questions ready for the recruiter too.Be specific. Think about how the answer to your question would help you make decisions now and in the role.Ask for clarification. Make sure you understand the role and that you and the recruiter on the same page as to what it entails.If you’ve thought of something you think will add value that’s not on your resume, in your cover letter, or you haven’t yet mentioned, circle back around to it and take this opportunity to speak about it. Think about articles you’ve read, classes you’ve taken, or field experience you’ve learned from for inspiration. If you want to weave innovation and exceptional customer experience into the heritage brand of a household name in media entertainment, we may have a role for you. Harnham is looking for a Lead Marketing Scientist in the Greater Boston area. In this role, you’ll have the opportunity to take a deeper dive into customer analytics both on and offline to help the business gain understanding into their customer’s behaviors. You can also check out our current vacancies or contact us to learn more.For the East Coast team please call 212-796-6070, or email firstname.lastname@example.org.
30. May 2018