How to Find a Direct Marketing Analytical Expert
Q: How do I go about finding a good analyst? I’ve been running our DM campaigns with what I know and the best data I can purchase. I really feel that I need to take it to the next level and get some analytical help. I’ve been reading your blog and I know that you are firm believers in the idea of using analytics with data. Can you give me some good pointers on finding a good analyst?
A: Ah . . . this is music to our ears! And you are exactly correct — in order to really hone in on your best customers or prospects, analytical modeling can be so very important to your DM campaigns. We suggest you take the road that we took prior to becoming modelers ourselves.
It’s really very simple. Find a statistician or analytical resource who (a) understands marketing issues/problems and (b) can listen to your needs/goals. You’d be surprised at how important these two points are to the success of your analytical project. When you interview a potential analyst, just make sure that you feel comfortable that who you choose really gets these two points. You’ll be quite happy with the outcome . . . we promise!