Tag Archives: marketing technology

Librarians: The First Data Scientists

Data is big – and it’s getting even bigger. Every day, we create 2.5 quintillian bytes of data – so much that 90% of the data in the world today has been created in the last two years alone. As this data overload shows no signs of slowing, organizations have begun to realize that establishing a competitive edge requires a strong ability to identify and analyze relevant data – and quickly. Strategic data analysis, in turn, leads to business intelligent metrics, which can help drive successful client management and improve business performance.

The business climate has already begun mining for the most capable tools and resources to utilize the opportunities that big data presents. Anjul Bhambhri – IBM’s Vice President of Big Data Projects – suggests that when “Looking for Data Scientists from Within – Start with Marketing”:

A logical first place to focus is the marketing department. CMOs and marketing professionals possess the right combination of analytical minds that are used to crunch data on consumer trends, demographics, and sales ROI. They also have the business understanding of the domain that they are analyzing, and can move beyond the numbers to help the business as a whole.

Bhambhri has a point: marketing departments are greatly valued for their ability to analyze and present findings quickly, accurately, and graphically. But there is another department in an organization that has specialized in exactly this type of data mining for years… what about the Librarians and Research Services staff?

A firm’s library and research services department is filled with professionals who are detailed-oriented, trained in research, and highly skilled in analyzing data. Law librarians are knowledge managers, dedicated to compiling and distributing valuable information within an organization, and are constantly creating in-house documents and reports. In his post, “Librarians Have Skills That Pay The Bills,” blogger Andy Burkhardt explains that:

Librarians understand information and how to organize it like few others. This skill is needed a lot of places due to the terabytes or exabytes or yottabytes…of data that is constantly being created. Librarians understand ways to get to information quickly and how to select which information is important. Librarians understand indexing, search, or semantic data.

Librarians and research services staff were the first data specialists, trained to locate, compile, analyze, and summarize large volumes of data. Any organization would do well to harness the brain power and honed skills of a library and research services team. Companies should take care to explore all of their options when searching for data specialists; utilizing the robust capabilities of a Library & Research Services department may just be the competitive edge everyone is looking for.

Leveraging Market Insight

Law firms are ancient champions of client relationship management, and are now finding opportunities to leverage marketing technology to enhance that relationship management. Proskauer Rose LLP is an example of a law firm that has done just that, using its newly launched Intranet to drive client relationship expansion and service initiatives. Proskauer’s Intranet includes pages for its top 150 clients, as well as in-depth portals and daily e-briefings for its client relationship expansion targets, magnet practice areas, and core industry sectors. Content management is combined for both the Intranet and the firm’s public site, and the Intranet features a post of the firm’s new clients in the past five days for easy reference.

Intranets provide value in their ability to improve information sharing and collaboration. Still, if the full benefits of corporate Intranets are to be realized, legal CIOs and CMOs must emphasize a close working relationship between marketing and technology. The technology of Intranets and the valuable information that is shared through an Intranet should be exploited in marketing efforts. See (Chief Architect at Hubbard One) Shawn Samuel’s Top Five Tips for Harnessing Marketing Technology:

  1. Provide teams with metrics on your e-marketing activities. Nothing drives adoption like measurable signs of success.
  2. Keep track of your attorneys’ Twitter followers, clients and prospective clients. Cross-reference them with ERM to find and leverage firm relationships to those individuals.
  3. Encourage the use of LinkedIn and Facebook groups. Use them to promote events and drive traffic to blogs and corporate websites.
  4. Get attorneys to tweet about new blog posts on Twitter. This can drive traffic to your site and help to promote podcasts, videos, events, webinars and groups.
  5. Don’t ignore the power of newsletters, print and “old media.” Aim for two-way traffic between old and new. Remember: social media power users “re-tweet” blog links and make news go viral.

Also, be sure to listen to Mr. Samuel’s podcast in which he discusses top trends in marketing technologies.