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Anonymous User
Hi, need 11 likes for dm.
CRYPTO, STOCKS OR REAL ESTATE?
Bowl Leader
3/10 brief TA:
Additional Posts in Data and Analytics in Advertising & Marketing
Best books on leadership and sales skills?
Hi, need 11 likes for dm.
CRYPTO, STOCKS OR REAL ESTATE?
Bowl Leader
3/10 brief TA:
Admitting it is the first step.
(But seriously the mislabeling of media reporting as analytics in our industry is a cancer and I don't really know how to fix it other than by having screaming meltdowns in meetings about it, and that's only working incrementally)
Thank you for at least looking out for us...
Yes you’re correct in thinking this. But the ability to tell a story, manage expectations, deal with messy ass data, and grow is a huge benefit of this industry in the “analytics” sense. Otherwise, actual analytics involving modeling / clustering / real data science is never going to be as valuable to media as we’d want it to be. Or.. thats my take.
It can get worse. You can be a datorama guardian.
The almighty Datorama.
You'll need to create your own opportunities to do data science & analytics. I mean that sincerely, not snarkily. Get access to a suitably interesting dataset (log or DMP data is ideal, but you can do a lot with data from any ad serving platform), think of a technique you want to try or a question you want to answer, and just start working on it in your free time. If you make something cool, there will be a use for it.
To be fair, starting in “reporting” is not bad but leave after learning all you can learn and go to another team that is more technical and strategic in their business functions. That’s where you’ll start to really learn and struggle. If it’s a large client, a year should be enough and if smaller, diversify what you can learn and be exposed to.
My 2 cents. GL
Thank you! That makes sense.
I just watch videos, take courses and network with other analytics people. The hopes is to pick up skills and keep up with new techniques because as someone said a lot of places think reporting is analytics because it involves numbers. My approach has been taking what I've learned and doing one offs for clients on top of reporting to push the agency and client to get away from just reporting. Sometimes is works sometimes is doesn't
Change jobs to a creative/strategic agency
I feel this
Media reporting adds no value, your basically wasting time. Move is the only option
I’m an Analyst! I really enjoy the work that I do, however it would be great to do more than reporting. However, I’m trying to take things into my own hands and make the role into what I want it to be...as much as I can.
As AD1 stated: switch out of media and to a creative or strategic digital shop. It can be done (I did it) and am so grateful I did.
Thank you! I certainly will...I must say I am a little concerned about going against other candidates as they will probably have a lot of the analytics experience needed. I’ll focus on playing up the skills I do know and trying to get more experience somehow 😊
THIS
This is mainly a problem across large media agencies with parent companies. Go to a smaller shop. If you want to stay at a media agency, take a look at Horizon if you are in LA or NYC. Been here for a bit after experiencing 4 different large agencies that I just did dismal reporting and was miserable at. Super happy where I am now.
Place*
Media reporting is not analytics but how advanced you go with it is the trick. How you build investment model/ attribution/ forecasting depending on account and commerce vs. brand. Have you looked things beyond media report. You are sitting at a sweet spot where you hold a lot of data. How can you promote personalization and segmentation. All of that is part of analytics & strategy.
Media analytics is important. Its better than looking at creative all day (imo). Look to the holding company level for more advanced tools, projects, and skillsets. Honestly the smartest people I’ve worked with are not at the brands. Especially in analytics, the brands are usually far less holistic in view and knowledge.
Thanks everyone! Perhaps I should have done more research before embarking down this path...