Giles Richardson: Data analytics is “no longer a specialist skill”
Analytics is no longer a specialist skill and brands should use technology to democratise data and make it accessible to as many people across the organisation as possible, according to Royal Bank of Scotland head of digital analytics, Giles Richardson.
Speaking at the Adobe Summit in Las Vegas, Richardson described how the 300-year-old institution transformed from a “firework culture” in which little was tested before it went live to a customer-focused, data-driven business with journey managers – “superstar DJs” – empowered to use data to truly understand their customers.
He said: “DJs are constantly creating new content and pushing it out. Within milliseconds they know whether it’s working and they pull it back if it’s not. They’re very cognitive of audiences and they constantly reinvent themselves, using the technology in front of them.”
RBS created bespoke dashboards so 50 journey managers could track customer behaviour and drop-out rates and test content before it went live.
In 2014, just two pieces of content were tested compared with 400 after the program was rolled out.
Richardson added: “We didn’t do it by hiring more data analytics people; everybody should do this. It’s no longer a specialist skill.”
Senior director product management of Adobe Analytics, Chris Wareham, said while just 30 to 40% of users of its analytics tools are currently business users, that’s changing quickly as they become accessible in workflows that have nothing to do with analysis.
Martin Lane is a guest of Adobe at the 2016 Summit in Las Vegas