Analytics in Modern Marketing can be high-risk stuff. Lots of metrics, lots of stakeholders and those BIG questions that need fast answers. Here are 7 lessons I learned from a Fire Fighter on leading Analysts through a forest of data, where fires can flare up at any given moment.

1. @TONYCLEMENT

2. Let’s start with a
true story.

3. My cousin served with the US armed forces
in Iraq. He was a part of a team called the
Rapid Response Unit

4. Which meant doing things like
Counter Ambush
In 5 simple steps
1. Drive out in Humvee
2. Trigger an ambush (on your Humvee)
3. Counter that ambush
4. Drive back in Humvee
5. Repeat

5. He learned a lot about
how teams perform
in very stressful environments.

6. 10 years later…..
My Cousin is now serving as a
Fire Fighter in Washington D.C.
And we got the chance to meet up
and swap life notes…

7. He drives a Fire Truck
and runs into burning buildings to save lives.
I lead a team of analysts
and run into meetings for a living.

8. Most of us are not Fire Fighters,
but we all have fires to fight.
Especially as we deal with social media
and all its fiery data.

9. ways to bring
Fire Fighting
to the culture of data. 7

10. 1 Be proud to serve.
Helping others put out their
data fires is the ultimate award.
Numbers have no room for egos
and Analysts are the proud servants
of their teams and clients.
THERE WILL BE
NO CANNES
LION GLORY
FOR ANALYSTS

11. Commit to the process of
committing.
2
Does the project
fit your team,
timings and
objectives?
1. Does the project fit your team and their
current data skills & resources.
2. Is the project important or urgent? This will
shape the objective of the teams output ( i.e.
Advanced Analysis or Impact Metrics)
3. Do the timings work in your favor? Does
delivering early give your analysis more
corporate value?
4. Is the objective simple and clear to all team
members?

12. The training that matters doesn’t
happen in the weight room.
Train like a professional. Disciplined and specific.
Build yourself and your team through practice.
Train specific skills: Social Content, Conversation,
Paid Performance, SEO, E-Commerce
Exercises should be as close to real as possible.
Drill your data skills.
3
SOCIAL
SEO
SITE

13. 4 Be the master and the apprentice.
Having an expertise gives you a clear
role and purpose in an assignment.
This helps your team to know how to
best work with you.
Build your specialism and invest in
each other, so all can be teachers and
students to one another.
Master one tool
and be the
apprentice to
others.

14. Peace of mind is your
secret weapon.
You won’t be needed everyday, but when
that social media crisis happens there’ll be
no time for sharing GIF’s.
Being there for your client (and their
stakeholders) to deliver that peace of mind.
That is the human benefit of your work.
This is what you train for. Stay calm and
execute like you train.
Let Data be the Hero.
.
5

15. Perfect effort, not perfect
outcome.
6
This is not a school exam and there is no such thing as
a perfect outcome.
The only thing we can control is our effort.
Execute with complete commitment. Focus on the tools,
techniques and teamwork and the rest will take care of
itself.
Be grateful for the outcome, whatever that may be.

16. Sleep hard 7 in a soft place.
Taking care of your mind and your body is key.
The Let’s
tired analyst makes mistakes.
Mistakes erode trust.
And trust is everything.
Knowing when to slow down and how to rejuvenate
will pay dividends to you and your team.

17. Fire up your culture of data.
1. Be proud to serve.
2. Commit to the process of committing.
3. The training that matters doesn’t happen in
the weight room.
4. Be the master and the apprentice.
5. Peace of mind is your secret weapon.
6. Perfect effort, not perfect outcome.
7. Sleep hard in a soft place.

18. Go get your data on.
@TonyClement