[INSPIRATION] What is Full Stack Marketer, 15 skillset of them and Resources to learn those skills.

Have you ever heard of full stack marketer? ok you can define the full stack marketer by comparing below list of Skills they should be proficient of. Additionally if you are interested to become full stack developer,  i have added some resources to get start on those skills.

So what is a full stack marketer?

This is defined in the same way how full stack developer have been. A full stack developer is the one who can build a product from start to finish(Front end to Backend), Similar to that full stack marketer is someone who is familiar with all marketing layers with generic understanding and basic skills to execute all layers (Email,Social,Analytics, PPC, Blog.,etc) and create integrated growth strategies with limited resources. In other words, we can approximately define in simple words as ” who can Architect of marketing framework rather building a specified marketing layer”

Full stack developers can be a great opt for startups at early stage for developing a marketing framework and to get all the channels. If this full stack marketer have more experience in years, they are perfect for VP of marketing and Chief marketing officer(CMO) as they are jack of all trades provided with management skills who can handle jack of specialist on each channels

So what are the skill set a full stack marketer should proficient of?

There are list which gives the commonly mentioned layers in marketing need to be proficient of but I have filtered out important 15 skills they must be proficient of.

1. Analytics/Insights/Statistics

First and foremost important skills need to execute any skills successfully mentioned below is to be proficient of Analytics. if a marketer unable to analyze his results through any of the analytics he won’t be able to move on the next stage on the right path. He could learn the analytics from website analytics to social media analytics.

Resources to learn Analytics:

2. SEO (Search Engine Optimization)

Getting the organic exposure for a brand is prominent thing in marketing. So their understanding about the basic optimization from onpage optimization to offsite optimization could help the brand getting resulted on search engines and getting free traffic.

Resource:

3. Copywriting/Content Marketing/Blogging

One of widely popular free marketing technique is content marketing, as a full stack marketer should be know how to “write a compelling content” to “market that content”.

Resources:

Copywriting (compelling headlines, unique content interesting to readers), Content Marketing(articles, Slides, infographic,etc),Blogging:

4. Social Media

Connecting with targeted audience and creating a engagement can lead to new exposure for the brand existence and word of mouth exposure through organic.  so the full stack marketer should be proficient of executing the below channels.

Facebook, Google+, Linkedin, Pinterest, Twitter.,etc.

Resources:

5. Email Marketing / CRM / LifeCycle Marketing:

Email Marketing is an integral part of any marketing strategies. Get to know things like harvesting the emails, Layout of the Email, Content planning, timing, segmenting the user list which are basic levers in email marketing.

CRM and LifeCycle marketing is bit near on their strategies. As a full stack marketer, we should know how to execute each of the lifecycle of users below as most of CRM/Lifecycle marketing is run through Email (Leastly on SMS, Push Notification)

  1. Welcome Email / Subscription confirmation Email
  2. Engagement Emails for objectives like Traffic to websites, Buyer activation Email, Product upgrade,
  3. Reactivation Emails for inactive users
  4. Retention Emails  for Active users

Basic Lessons can be found on: MailChimp, Campaign Monitor,

Advanced lesson on Email Marketing can be found on blogs of Email marketing software providers like Responsys. Experian, Emarsys, Marketo and Hubspot.

6. Paid Advertising

Basic understanding of advertising on Google ads, Bing ads, facebook, linkedin and twitter. Each of this channel opt for different type of business. So we need to know which channels works for business by testing rathen testing. Need to be proficient on Account structure, Campaign structure, Copywrite, Artworks, Landing Page, conversion rate, bidding, placement.

one of the best resource to learn the basics and intermediate knowledge to learn paid advertising. Just Visit

7. Testing / Optimization

Testing and optimization is nothing but testing and optimizing all the skills listed by perfectly understanding which metrics to be consider for optimizing/testing on each of the channels. this skill could be achieved perfectly only from the lot of experience through own rather than using industry data. Most of the testing is carried on landing page, user experience, conversion optimization and creative testing.

8. Business Intelligence (BI)

Beyond to the analytics tool, there are specified BI tools which helps to take data driven decision through deep analysis by connecting the BI Tool with different analytics(email, mobile, social). To get a basic understanding of this, Visit this > Importance of Business Intelligence and Why every organization need a BI Tool and Team?

9. Design

Two things on the design part. Designing the image in Customer perspective with elements like call to action, color, text and Proficient to use design Tools like Adobe photoshop.

10.HTML/CSS/JS/API / SQL Queries

  1. Know the basics to edit the coding of the website for the purpose like SEO, Implementing Tracking,UI Fix,.etc.
  2. API knowledge and basic SQL queries to connect the data from different channel to Business Intelligence Tools for analysing purpose.

11. Public Relation

12. Branding / Positioning

13. Mobile Marketing/ InApp Marketing/Distribution (Contact with 3rd party mobile marketing agencies, distribution )

14. Affiliate Marketing

15. Growth Hacking

What do you think ?

A small story about me as Full Stack Marketer: I used to learn all the layers just because of curious and quest for knowledge. At the initial stage, i used to be afraid of jack of all marketing skills and not strong enough to pitch my skills when i brand myself. but this eventually after few years of experience helped me to achieve a great place where i can understand each part of the marketing and to create a integrated marketing strategies. Being Full Stack Marketer has advantage and disadvantage. Disadvantage is at Initial Stage, you wouldn’t be able to pitch about yourself on interview strongly when you go to corporate/Established companies, Exceptional case when you go to startup(or you going to startup) could help you. Advantage, when you continue your career  on the long run with learning all the skills, it could help for sure after some years for the post of Head of marketing, CMO and VP. so be optimist 🙂 And there is sentance i used to disagree with many peoples “Jack of all doesn’t going to help, so be the master of something”. Nope life is all about

“Connecting the dots” – steve. Trust that and Go ahead!

For more information about full stack marketing, follow experts like Kyle Tibbitts, Dan Kaplan, and Morgan Brown.

Some of the post content is inspired from the articles Onboardly, wadefoster.

[LEARNINGS]: Importance of Business Intelligence and Why every organization need a BI Tool and Team?

This article is short briefing on the latest tools and technologies in BI. The Story says why we need a BI Tool and how it can be useful to the Organization.

A Small Story about our situation before I proceed to the main context! There is not affordable money for marketing this month and we left out with very smaller budget comparing past monthly budget. But we still hold the responsibility for the company to hit the target for this Month 🙂 That’s a challenge!

So I have been thinking a lot for an Idea, Strategy to achieve the forecast number without a spending much money and the answer looks like

  • Focus on existing customer by communicate with them through low cost channel and efficiently
  • Analyze them deeply this time than ever & tailor the content for them

The above was the only plan blinking in my mind for now. So understanding that I need to analyze my customers and think differently, the only resource is past data of those user’s behaviors. So I begin analyzing data and there was honest thinking

“You are not Data Scientist or Master of Data Analyze and… you going to do the same way how you do in the past. Hmmm… I need to do it like master” So was digging the topic on data analyze by Googling and the result is Wikipedia.

Lets stop the story for few minutes. It started like the below.Data analyze (understand the basic first)

Under Data Analyze, there are different terms with slightly different meaning,

  1. Data Mining: Particular data analysis technique focused on modelling and knowledge discovery of Predictive
  2. Business IntelligenceCover data analysis by relies heavily on aggregation & Focused on business Information
  3. Statistical Analysis has 3 Types:
    • Descriptive Statistics
    • Exploratory Data analyze(EDA): Focused on discovering new features in the data
    • Confirmatory Data Analyze(CDA): Is confirming or Falsifying existing hypothesis
  4. Predictive Analytics: Focused on Statistical or structural model for predictive forecasting or classification of data

So was clear about the definition and basics before researching deeply and concluded that I need to digg more on Business Intelligence to find opportunities through business information. I started Googling again about BI, Luckily got a very insighful article named “BI 2.0 for the CIO – Chief Intelligence Office” from Analytics8.com.

Below the Lessons learned from Analytics8.com about Business Intelligence: 

This article is short briefing on the latest tools and technologies in BI (I mixed up the article with my situations)

“Business Intelligence is a collection of tools and techniques to provide an experience that gets the right information into the hands of the people who need it in whatever the format they want in, and as quickly as they can ask the question.” – Analytics8.com

We need to connect the below and provide an experience to the people:

  1. Cloud BI
  2. Mobile BI
  3. Data Discovery
  4. Big Data

The article start by advising that organization needs to builds solid data infrastructure could be key for the long-term ability to react quickly to the fast-changing data needs for organization.

The Problem: (why it is important?)

Every organization need a solid data infrastructure, So the data could be available to all users in an organization and the most demanding users (Organization people) will often need more information, ignoring the most demanding info is a big mistake. (I experienced people used to get disappointment with this kind of situation and everyone need to depend on IT-Dept for the information)

Hence building a solid data infrastructure can help business users to do it (or try to do it) with or without the blessing of IT.

So what was blocking business to achieve this? The barrier is building comprehensive data warehouses is time consuming and costly. But in recent years, the technology is breaking down the time and cost barrier. Options like SAAS or cloud based data warehouse reduces the cost, Also mobile BI and data discovery tools provide more value to business more quickly than ever.

So why the companies is not starting the process to achieve this? Once build a data warehouse, maintaining it can be a challenge as often data warehouses turn into “data landfills” with conflicting data and little institutional knowledge of the data in the warehouse.

So what we can do? The way successful companies keep their corporate data from becoming a data landfill is to establish, maintain a BI program and that it is led by Senior Executives (Who already have the knowledge of the organization with medium IT knowledge. So they can understand things and connect easily) and Experienced technicians to maintain a long-term BI without data landfills

So one BI tool can’t one-size-fits-all. As all users won’t need high-end analysis tool and forcing them to use the tool for simple report (that can be emailed to them on a periodic basis or access to simple online reports) is not a good idea.

It provides a comprehensive list of BI tools and other Analysis tool which can helpful to all the users for all type of requirements.

  • Use of a data discovery and Visualization tool like QlikView or Tableau.
  • Use of advanced analytical tools like SAS, SPSS or R.
  • Enhanced operational  reporting tools like Crystal Reports or Microsoft SSRS
  • Special tools for tasks like budgeting and planning, consolidations,etc.
  • Direct access to data via ODBC, JDBC,etc
  • Access to external data such as social Media (Social Media Analytics like Sproutsocial Sysomos)
  • Enterprise-class administration tools offered by SAP BI or Cognos
  • Monarch, from Datawatch offers utilities to access types of data not easily accessible (Like PDF files)
  • “Information Builders” has connectors for nearly every platform and application
  • Rjmetrics (Can connect nearly all data and create charts combining different data, mostly used to analyze marketing data like LTVAOVcohorts, a monitoring tools for management)

There are hundreds of tools and technologies available to help a CIO and business users but focusing on specific requirements by understand the organization and the users is the main important thing to consider.

Whats Next?

I will be writing more about the important tools (tableau & Rjmetrics) specifically and how I used this tools to achieve my Company Target very soon on the next article.

Share your thoughts on recommended tools and how your favorite BI is helpful to achieve your goals on Comment section?