In anticipation of our upcoming Analytics Leaders Summit in Singapore, our key speakers share their unique insights and views on big data analytics and discovery, Hadoop, data warehousing, cloud, unified data architectures, digital marketing, predictive analytics, visualization and business intelligence….
In part 1, Abeed Rhemtulla Managing Director at Enigma Consulting Group caught up with Richard Davis in London to find out more about the largely untapped potential of analytics in financial services – now and in the future.
Today we feature can exclusive interview with Peter Hubert, APAC Head of Insights at LinkedIn.
‘I imagine the day when Artificial Intelligence drives a significant proportion of descriptive level analytics, and possibly predictive analytics, in response to natural language queries from the business. It is not too far away!’
Peter Hubert, APAC Head of Insights for LinkedIn Marketing Solutions
How did you start your career within analytics? Was it something you were always focussed on, or was it something you happened to stumble into?
I’ve been in and out of analytics types roles throughout my career though never with a specific plan to align to an analytics focused career.
I studied Mathematics & Statistics, have worked in market research, management consulting and now digital marketing analytics – all these roles have evidence based, data-driven decision making at their core.
Any advice to graduates who are analytics focused?
Don’t forget that behind the numbers are people, and people do not behave in rationally! The most difficult component of analytics is interpreting the ‘why’, and a solid understanding of the business objective or consumer behavior you are trying to analyze will provide the context and depth of insight to your analysis that elevates it to the next level.
What is the road ahead for analytics at LinkedIn?
We are just embarking on the journey of shifting to predictive analytics, in all the fields we operate in from helping marketers position their product to the right people at the right time to helping recruiters identify top passive talent.
What skills do you look for when you hire?
Interestingly, the core competencies I focus on are not technical but rather the ability to think critically and problem solve, strong communication and presentation skills as well as business acumen. The technical skills can be taught and learned, but without a natural ability to communicate the ‘so what’, any analysis effort can potentially be completely wasted.
What are some of your significant challenges at work?
Similar challenges to many organisations we talk to – the sheer volume of data means it’s critical to take a hypothesis based approach to any problem. Another critical challenge is the limited talent available who can undertake complex analysis, turn it into a C-suite level presentation, and convince the same C-suite to change a business decision based on that analysis is hard to find!
How do you see Analytics evolving today in the industry as a whole, not just in Asia but across the globe?
I imagine the day where Artificial Intelligence can drive a significant proportion of descriptive level analytics, and possibly even predictive, in response to natural language queries from the business is not too far away!
How do you keep up to date with all the trends within analytics?
Analytics is evolving so quickly it can be hard to keep up with the latest. I find following leading companies and heads of analytics at leading brands and agencies on LinkedIn is a great way to stay abreast of the key players.
Peter Hubert gives a special presentation at the Analytics Leaders Summit Mandarin Oriental Singapore May 11th to 13th 2016, on Analytics powering the World’s first Economic Graph.
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- Who’s Who of Analytics: insights from Dr. Richard Davis, Group Head of Analytics at Lloyds Banking Group.
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