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Let’s consider eight characteristics of a marketer scientist — four that emphasize the “marketer” half and four that emphasize the “scientist” half:
The marketer half of this hybrid combines:
- Storyteller
- Brand champion
- Experience designer
- Change agent
The scientist half of this hybrid combines:
- Data analyst
- Experimentalist
- Technologist
- Systems thinker
Rest assured that not every marketer needs to be an expert in each of these eight characteristics. But every marketer should have a little piece of each of these integrated into their thinking. One marketer might be an expert storyteller, but only modestly proficient as using data to help tell those stories and measure which ones resonate best. Another marketer might be an expert technologist, but mostly embrace the role of brand champion in the context of making sure that their technical implementations fulfill brand promises.
Yet another wonderful post from Scott Brinker.
You can't just hang a billboard around your neck declaring yourself a marketing technologist and thus you are one. You need knowledge of the market, knowledge of technologies, knowledge of how to approach analysis, and a systemic method of applying techniques to drive better decisions. It's not rocket science, but it's not that far away from it either.