(US & Canada) VIDEO | Leveraging Data Science Can Enhance Customer View — Artefact Consulting Director

(US and Canada) Samantha Lopez, Consulting Director at Artefact, speaks with Kellie de Leon, Senior Director of Marketing at Treasure Data, in a video interview about grasping business objectives to drive value, collaboration between engineers and business consultants, leveraging data science for customer retention and marketing, data quality, and the evolving roadmap.

At the onset, Lopez declares that it is essential for business consultants and strategists to grasp their clients' business objectives. She notes that the consultant should possess technical literacy about the tool, and understand the platform and the potential outcomes.

Further, Lopez asserts that it is vital to have engineers in tandem who understand the business value of implementing a product. She proposes that the engineers and consultants collaborate to generate and develop ideas while keeping marketing and analytics objectives in mind.

Crucially, they should facilitate and enable brands to recognize and comprehend the details of implementation, testing, and, ultimately, how to do it. Lopez maintains that from strategy to implementation and test runs, the teams should be able to provide the manuals. She emphasizes the importance of having a holistic strategy before implementing new technology. Without a complete plan in place, teams risk having gaps and important details fall through the cracks, she adds.

Considering that the services that Artefact offers have a start and end date, Lopez ensures that clients derive value from the project and can properly run it after they have left. This requires collaboration from all areas of the project, including the consultants, engineers, marketing teams, and analysts, working together in unison.

However, Lopez asserts that it can be challenging to recognize the full scope of one's responsibilities when they are deeply entrenched in their everyday duties. Thus, an external point of view is often required to assess all the elements in play. Furthermore, she states that launching a data collection and analysis program can seem intimidating for smaller clients who may not have the necessary infrastructure. She shares that comprehending where all the data is and beginning the process can be a daunting task.

By uniting different data touchpoints to create a holistic view of the consumer, businesses could make sound decisions, which would be difficult with data in disparate locations. According to Lopez, this positively affects product mapping, monetary decisions, and efficient marketing activation while allowing the company to save time and money.

Delving further, she states that nascent and mature brands can benefit by leveraging data science to enhance their customer view. By doing so, companies can build on their existing use cases to create more sophisticated models that improve their marketing strategies. Additionally, utilizing advances in data science provides brands with continual opportunities to strengthen their connection with users and grow their business operations.

Lopez emphasizes the value that data science adds to brands. Thereafter, she notes that solid data quality can transform processes like suppression or lookalikes and drive impact. She opines that a roadmap should be based on two elements – the technical uplift and its business impact. She believes this will allow organizations to derive quick wins and demonstrate value, providing a path to make high-level changes over time.

When asked about the future roadmap, Lopez states that technological advances are making it easier for businesses to understand data better and take advantage of OpenAI for segmentation. In conclusion, she hopes that with the right technology, organizations can invest in a digital transformation that will impact their overall success.

CDO Magazine appreciates Samantha Lopez for sharing her insights, and success stories with our global community.

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