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What Do Marketing Scientists Really Do?

What Do Marketing Scientists Really Do?

To define a few of their work terms, marketing scientists are experienced designers, storytellers, technologists, brand champions, data analysts, experimentalists, systems thinkers, and change agents.

Marketing Scientists

Have you ever wondered what it takes to be a marketing guru or a scientist in the same field? There’s no particular criterion for choosing a person as a marketing expert.

We cannot think beyond advertising a brand and positioning it in the market in the best possible manner. The marketing process involves much more than that if you are accurate to the trade.

A marketing scientist has to work from the basics, like analyzing data, gathering insightful inputs, developing coping the retrieved information, and forming a brand story brand that would thrive and establish itself unfailingly.

So, in short, a marketing guru is a multifaceted personality who requires performing different roles at varied points in time based on the work. Marketing is a cumulative result of several bits of the short process. The actual role of a marketing scientist differs from organization to organization.

Data Analysts Using Experiments and Data Collation Methods

Every company has its own needs based on the product and/or service it delivers; hence, its marketing processes and strategies are bound to vary. Many professionals who have been working in this field for a very long time face challenges upright.

In many companies, marketing scientists are given an array of disarranged data and expected to find something useful for their employers. This might sound a little uncomfortable to beginners, but the vast field of marketing thrives only based on profound research.

The data and numbers should always form a picture in your mind the instant you lay your eyes on them. As a marketing expert, you should be able to play with them and derive beneficial outcomes for the client company.

This is not at all unprofessional and unreasonable; mind it! You ought to learn to make the head and tail out of scattered information; otherwise, you aren’t the correct candidate for market research.

So, whenever you face the challenge of confirming business out of the variables, the first thing you must think of is to look at the data intently, apart from establishing the budget and time.

Creating Meaning for Marketing

Sometimes, the data shown is in the form of questionnaires and maps. So, one can compare and collate the information given, trying to form patterns.

Checking the data for Marketing

The second step is to decipher the errors. Most raw information is filled with irrelevant information that needs to be cleared out. Once the data is filtered, it becomes easy to relate.

Setting an objective for Marketing

In this step, one needs to understand how the data will be useful for his client. What does the company wish to derive from the information to suit its business interests?

Client’s expectations

Once the derivatives of the data and how they will benefit the client’s business are understood, goals can be set, and presentations made. Building upon organized information is more accessible than before.

All the above cannot be achieved through any preset programmed software; only a human brain with exceptional analytical capabilities can perform the tasks. Organizing the data and recording the same isn’t a cakewalk.

It requires a lot of mind-boggling to scale the data and weigh its depth. Some of the information might score high, while few lie below the ladder. The remnants are to be cleaned up, and the creamy layer ascertains the client’s wannabes.

Few people find the process extremely interesting and get completely immersed in it. For others, the work might look like a mountain and be boring! Certain software like SPSS, Excel, and CSV are the lingua franca for data files, but they won’t work everywhere and on all data. So, ultimately, the onus lies on you as an adept marketing scientist who is expected to bring out magic from loads of information collected.

Data Analysis for Marketing Scientists

Analyzing the data is a crucial step in the beginning. Marketing scientists are expected to do so with élan, but sometimes, following specific set methodologies like ‘regression and ‘Bayesian’ may not apply to all possible data analysis.

Certain nuances and minute observations are noticed only by the researcher, but every detail cannot be communicated to the client. However, the major skill of the marketing guru is formulating understandable data-driven solutions that will raise the business and gain ROIs.

Advertising solely depends on the business’s aim. Who does your client wish to touch or influence? What are the most impactful areas and ways out?

All this can only be determined by the expert in this field, who should stress solution-centric analysis rather than prevalent methodologies. ‘Significance testing is one way to suggest rough cut-offs from a business standpoint.

Random sampling is used in this process, which again does not yield results when it comes to surveying research. The significance testing isn’t an independent trial and succumbs to type I error, which accumulates over time.


Eminent statistician George Box stated that ‘all models are wrong, but some are useful. ‘Over the course of his distinguished career, he concluded that not every model is suitable for every exercise.

So, it’s a variable factor and depends solely upon the marketing guru to realize which one to apply where. There are several decisions that a marketing scientist must take based on his intuitive, solid capabilities, which may or may not be viable.

As a responsible client, a company should back up the poor fellow with as many details and background information as possible and not just let them loose in the dense forest of numbers.

As a beginner in marketing science, one can rely on semi-automated methods like data mining and predictive analysis, but these techniques cannot guarantee results. They can only be used for the perforation of data or making predictions.

Several decisions and possible outcomes can be delineated by the marketing scientist at large. Which of them will benefit the business most is the cause that both the client and the personnel should uphold?


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Kiran Voleti

Kiran Voleti is an Entrepreneur , Digital Marketing Consultant , Social Media Strategist , Internet Marketing Consultant, Creative Designer and Growth Hacker.

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