Analytical skills are not technical skills, they’re thinking skills that every competent manager should master, according to an excellent Kellogg Insight  interview with the university’s marketing faculty director Professor Florian Zettelmeyer

According to Zettelmeyer, managing well with analytics does not require a math genius or master of computer science; instead, it requires “a working knowledge” of data science. This means being able to separate good data from bad, and knowing where precisely analytics can add value.

Zettelmeyer states that analytics is not a separate business practice, it has to be integrated into the business itself.

“It all starts with understanding the data-generation process,” Zettelmeyer says. “You cannot judge the quality of the analytics if you don’t have a very clear idea of where the data came from.”

Zettelmeyer says decision making in the business world is being revolutionized in the same way that healthcare is with the widespread adoption of “evidence-based medicine.” Managers with a working knowledge of data science will have a distinct advantage.

“There has to be a culture where you can’t get away with ‘thinking’ as opposed to ‘knowing.’”

Dilbert analytics joke

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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