Written by Melissa Massello.
America runs on Dunkin', but the strategies that drive such successful campaigns run on data analytics—like the team helmed by Lindsay Starner, Bentley MBA '13.
As VP/Director of Analytics for famed Boston agency Hill-Holliday, Starner is acutely aware of the quantifiable difference analytics now has on our personal and professional lives. Though most of us probably still can't define it, "Big Data" has become pervasive in our everyday lives.
"I go to SoulCycle with my future mother- and sisters-in-law twice a week," Starner says. "We show up at class, put our shoes on and sync our heart rate monitors to our watches (Polar, Garmin, Apple). After class, we walk out and almost immediately compare key stats on performance. That doesn’t happen in a world where analytics isn’t increasingly important."
She is a part of the team at Hill-Holliday’s much-hyped new Trilia Media division that was created to combine analytics and technology with innovative ideas and traditional marketing
Knowing the importance that data analytics now has in the everyday lives of mainstream consumers comes in very handy for Starner and her team, especially when representing major consumer brands like Dunkin' Donuts, Chili's, Major League Baseball and John Hancock.
"I love that analysis is happening everywhere – even with those who don’t consider themselves analysts or statisticians," Starner says. "All of the dashboards and interfaces for these devices make math and analysis accessible to all. It’s really fun to watch."
Not surprisingly, the professional demand for workers with analytics skills has jumped 82 percent in the past five years, according to market research commissioned by Bentley.
(Check out this article from the Bentley Magazine about how data analytics and big data are impacting all careers and industries.)
"For me professionally, I have many more options than 5-10 years ago," says Starner. "I can work at a big-name brand, nearly any agency or startup – jobs in analytics are now much broader and among the first to be staffed, whereas a few years ago they were mainly outsourced and only a few options existed. Everyone wants data and analytics to be a core competency, which happens to help drive opportunity for all of us."
Learn more about the career choices Lindsay Starner has made:
Why did you choose Bentley?
I knew I didn't want to go back to school full time. I love what I do, and I love where I work. So I used my employee education credits to pursue a part-time MBA while staying at my job full-time. It was an easy decision. My parents have always focused on education, so it was a given that my sister and I were both going to go back to graduate school at some point.
First, I thought about a masters in marketing analytics (MSMA). Then my father (Bentley management professor William Starner) suggested an MBA might be a better fit for me. And he was right. The program is just that good.
Not sure if you need an MBA? Check out these 5 Ways Your Job Will Tell You It’s Time For Your MBA.
What does a "day in the life" of your role at Hill-Holliday look like?
I love that no two days are ever the same and no two meetings are, either.
One of the things that brought me to an agency is the diversity of thought housed under one roof. A business analytics MBA can spend an hour with a Creative Director, Copywriter and Brand Planner to discuss a client’s business and what we can do to help. These meetings create a clash of perspectives that produce really thoughtful and awesome work for our clients–and also help us to learn. I'm not the only voice driving an outcome, but instead there are voices from people who are like and unlike me, so we’re able to approach a problem from multiple directions at a given time.
I learn something new every time I sit in a brainstorm or strategy session, so I’d say that a day in my life looks a lot like learning.
You've spent your career at three local powerhouses: Racepoint, Digitas and now Hill Holiday. Why is Boston such a hotbed for data analytics expertise?
At the risk of being unoriginal, Boston and its tremendous list of schools is the perfect setting for an analytics hotbed. As a native New Englander, I’ve seen the level of innovation increase steadily over time, with companies making a concerted effort to conduct cutting edge research and help area startups grow.
At HH, we have something called Beacon, which builds on Boston's entrepreneurial energy by providing partnerships to start-ups in marketing and technology.
Virtually every Boston neighborhood has organized events or organizations to support idea-sharing and innovation. With entrepreneurism, research and innovation, Boston also had to be an analytics incubator, a discipline that's growing and at the heart of innovation.
Besides analytics, are there any other business trends you’re passionate about?
The idea that Millennials are more interested in experiences than owning things. Uber, Zipcar, AirBnB, streaming content–these are the most obvious examples of a massive cultural shift. I’m looking forward to seeing where this goes for businesses that have the opportunity to embrace the trend of selling authentic experiences to an audience that appreciates them and isn’t overly focused on material goods.
Interested in analytics? Read Startner's take on the hottest big data trends right now.