Digital Marketing Interview with Tracy 

Ray Wang

1. What are your top 5 analytics tools and why do you use them?

As a market research and trade marketing person, I used to work with retail data and consumer data on daily basis. The key tool for me is Nielsen Answer Desktop and Kantar World Panel Online. Those tools are not familiar with digital marketing but they are “must-have” tools for those working for multinational CPG companies in South East Asia.   

For internal data extraction and analysis, most companies have their own systems which can be built based on SAP. For instance, you can find Netchange in Unilever and DMS in Nestle. Those tools are not the most updated ones in the market but they are customized for the companies’ needs. More, I also use Microsoft Excel to do further analysis to integrate market data and internal data. When dealing with large data, I prefer using SQL to manage databases and Tableau to visualize data.

 

2. How did you enter the data analytics field? Let us know your journey!

I started my career in marketing field so I had to work with many market reports. These made me curious about the power of data and from being curious, I developed my passion with data analytics. When I saw its application in the decision marking process, I decided to apply for Nielsen as an analyst to learn more about data analytics. The more I work with data, the more I am interested in the beauty of it. In today world, data is even more important in any aspects of business so I am glad that I made the right decision for my career.

 

3. What is the biggest data analytics challenge you see companies face?

Working as a research analyst at iData Research, we are facing the lack of consistent data sources. We usually conduct research for different markets such as Asia Pacific, the United States, Europe and many others but the market in each region is organized differently from one another. For example, Europe has wide range of open data sources which are well-organized and user-friendly but Asian countries offer very limited access in to their database system. The inconsistence of data across the globe makes it more difficult for analysts to generalize the global trends and feel lack of confident to conduct analysis.

 

4. How do you determine which KPIs or metrics are most useful to your digital marketing?

I am not working for digital marketing at the moment however to speak from my experience, I would prefer KPIs set based on business problems/concerns/objectives. A lot of time, digital marketing managers just want to increase number views/subscribers/likes, etc., but they forgot the key question “why do we do what we are doing?”. Until you know what you want out of the digital campaigns, you will have clear KPIs to monitor. I’d like to share one of my experience with digital campaign of the brand I used to be responsible for. We wanted to get more people tried our new launch by raising awareness of the products and encourage our target customers to try it by using social media. Digital team was working hard on number of views, shares and likes on social media platforms but not many tried our products. We evaluated the campaign and still had positive results but we didn’t get what we wanted because we set wrong KPIs. The KPIs here should be number of people willing to try so we decided to change our digital strategy and KPIs to achieve our targets. Therefore, for me, it’s important to understand the purpose of any campaign before setting which KPIs are the most important.

 

5. What are five key metrics you recommend marketing professionals measure for their digital marketing campaigns?

As shared above, it depends on your campaign objectives which decide set of KPIs. However, in my opinion, there are must-have KPIs in any campaign which are number of likes, shares, views, subscribes and conversion.

 

6. What are some trends you see in the digital analytics space in the next decade?

Obviously, machine learning and AI are the most popular trends that everyone is talking about. I think they are already used by many companies in not only marketing field but also in operation and production.

 

Tracy Trinh, a marketing professional working for multiple top-tier MNCs such as Unilever, Nestle and Nielsen. She had more than 6 years in CPG industry and specialized in retail sales. Experiences in both agency companies and client companies allow her to have a broader view when using data in market strategies.

Tracy Trinh hold Honour Degree in Economics from Vietnam National University and Post-degree Diploma in Marketing Management from Langara College.

 

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