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What we learned this month — What’s Data Got to Do with It? Everything.

In the last month, the Outlier team attended a few industry events and we wanted to share our learnings with you. 

At Chief Data & Analytics Officers (CDAO) Apex, Outlier’s Co-Founder and CTO, Mike Kim, focused on the automation of data analytics. As a data scientist, he is well versed in how AI can help uncover hidden insights in data with self-service data science. First off, he noted how there is a shortage of data scientists. According to Inside Big Data, only 40% of the data scientists’  roles can be filled. To compound the issue, when data scientists are on board, they’re focused on the wrong activities, Gartner reported. Lastly, organizations are still inundated with data. By automating processes for collection or analysis phases, less time would be spent performing data preparation tasks. Are you seeing these same challenges in your organization with data and delivering self-service insights? If yes, check out this webinar on the topic.

Also, in June, Evanta CMO Summit, Outlier joined an intimate group of Boston area CMOs for a day of thoughtful peer-to-peer engagement. A highlight of the day was from a CMO of a major pharmacy chain’s keynote on maintaining relatability and authenticity with customers. The CMO discussed his organization’s recent decision to label all of their beauty marketing images as either “digitally altered” or “beauty unaltered.” The team acknowledged the trend in the beauty industry’s marketing campaigns to only include images of runway models and celebrities. This retailer recognized that major beauty brands were marketing “unattainable looks for the average woman,” shared the CMO. They wanted to bring real women into their beauty marketing as a way to reinforce their brand’s commitment to honesty and transparency with their customers. 

To enact this marketing change throughout all levels of their organization, the pharmacy chain engaged the commitment of their wholesale beauty partners. While some brands are choosing to have their images be labeled “digitally altered” in their in-store and digitals marketing campaigns, others have embraced this new marketing idea. The change to their brand’s beauty marketing campaigns has led several national beauty brands to alter the way they are showcasing their own marketing images by limiting photo retouching and even using real customers in their marketing campaigns. Their real beauty campaign helped to move the pharmacy chain to now be the number two beauty company in the United States. “When brands change how they see women, women change how they see themselves,” said the pharmacy chain CMO.

Finally, the GDS CMO Digital Insight Summit brought together senior business leaders from brands from across the digital spectrum to discuss everything from industry challenges to future opportunities, how to make the most out of current technologies and where the solution lies for today’s digital marketing experts. Our team was in the house and picked up what brand leaders are focusing on today. It’s all about what you do with the data.

In particular, a key theme discussed by speakers on many panels was the topic of personalization. Get personalization right, more than wrong, Looks for patterns. Don’t focus on the individual. Take it further, hyper personalize. 

However, personalization isn’t without its own challenges – data is still siloed. Brands are struggling to connect on their customers’ journeys. While data and insights are still structured and applied to each channel, connecting with the consumer will hit a wall.

But once they do, data can pull content and convert. This is causing marketing roles to evolve and will impact the future of digital marketing. Marketers will require scalable digital solutions, with what some called “aggressive data collection,” and integrate quickly with brands.

All three of these events centered around getting more out of your data or making it more easy to use. Check out this webinar where we’ll show you exactly how Outlier can help you to uncover hidden opportunities in your data.