Hicham is the Head of Analytics at Algorytme, previously having worked as Director of Analytics and Reporting at The Economist.
Whilst the most advanced machines/tools will help gather, organize and visualize large datasets, they are incapable of highlighting the behavior that will lead to a marketing opportunity. Only an experienced person with advanced knowledge about a specific industry could generate this piece of truth.
Companies are collecting data by the truckload and the rate of data growth is now exponential. In 2021, it was estimated that more data has been created in the last 2 years alone than in the entire previous history of humanity. Most experts agree that only about 5% of data is being used in a meaningful way. In other words, analysts and marketers have access to a plethora of information but find it challenging to generate insights.