Need for speed: Algorithmic marketing and customer data overload
Winning the war for digital talent. Google, Facebook, Amazon have made recruiting talent a top priority. Amazon employs 25 PhDs to manage and conduct tests to optimize its site. Google, which pays its engineers more than its MBAs, provides engineers with leadership roles and well-defined career paths. One retailer we know spent three years trying to attract the right talent but ended up only hiring two people. That’s because they weren’t willing to build its HR strategy – compensation packages, career paths, and leadership opportunities – geared around the data engineers that they need for algorithmic marketing. Algorithmic marketing isn’t really a choice. Leading companies are already doing it and seeing tremendous growth. Companies need to develop their own algorithmic capabilities or ri sk being locked out of the next wave of growth.
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