Enterprise marketers who have armies of data scientists on hand to configure, run, and optimize machine learning models can be well-positioned to harness their customer data, generate insights, and steward more sophisticated and cross-channel marketing programs. This isn’t news to most marketing executives, 77% of which report that data science is essential to the success of their organizations. The catch is that most of us do not have enough data science resources at the ready to efficiently extract predictive and prescriptive insights from our customer data.
Gartner coined the term “Citizen Data Scientist” several years ago, and the term and role have gained in popularity since. Gartner defines a Citizen Data Scientist as “a person who creates or generates models that use advanced diagnostic analytics or predictive and prescriptive capabilities, but whose primary job function is outside the field of statistics and analytics.”
The role is growing in popularity faster than other roles within the enterprise because when given the right tools and mandate, Citizen Data Scientists can add significant business value and help enable better customer experiences. Gartner advises that “data and analytics leaders must provide an environment that integrates and supports citizen data scientists by leveraging their skills and maximizing their contribution.”
That is exactly what Marigold Engage+ has done with the launch of Citizen Data Scientist.
Citizen Data Scientist (CDS) puts the power of sophisticated machine learning in the hands of the marketer and allows you to build models, derive insights, and better understand your customers without the need to write a single line of code. It is live in The Customer Engagement Suite now and can help you more efficiently leverage machine learning to liberate your customer data.
With Citizen Data Scientist, you can:
- Leverage simple, guided workflows to customize the family of embedded algorithms in the Marigold Engage+ to suit specific/unique predictive use cases
- Extend the Cheetah Send Time Optimization, Propensity, and Clustering models with customized data and parameters to more efficiently hone and optimize models
- Integrate virtually any customer data at your disposal and deploy models against any target outcome variable of interest to detect all relevant signals needed to maximize marketing potential
- Incorporate model outcomes and predictions into a more robust customer profile that drives engagement and personalization strategies
To learn more about Citizen Data Scientist, check out the documentation on The CES Help Center, and tune in to the latest PULSE podcast to catch a discussion I had with Schuyler Wareham, who is responsible for bringing CDS to life and a recognized expert on the topic.