The modern marketing department relies heavily on software in its day-to-day activities. It’s what enables marketers to create and publish content, analyze and respond to feedback, automate labor-intensive tasks, and more.
With that being said, there are instances where existing tools within your marketing tech stack are inadequate for the task, so you either have to do things manually, introduce more tools in the equation, or come up with an ad hoc solution and hope it works in the future. All of this will incur extra costs in terms of money, labor, and complexity, which will overwhelm your marketing team over time, making even basic marketing activities difficult to perform efficiently.
But what if you could reduce the frequency of such issues, while simultaneously improving your marketing team performance? And what if you could do it with a single hire? We would like to argue that adding a Python developer to your marketing team is the solution you’ve been looking for.
Join us as we cover the ways in which a Python developer can help your marketing department function like a well-oiled machine.
What is the skillset of a Python developer?
The word developer gets thrown around a lot, which makes it difficult to figure out what one actually does. So let’s start by explaining what Python is, and how developers use it to solve problems.
Python is a general-purpose programming language equipped with libraries for solving problems in many different domains, including web development, data science, natural language processing, task automation, machine learning, and many others. Combined with an easy-to-understand syntax, Python makes it easy for developers to get applications up and running in a short amount of time. This makes Python developers versatile problem-solvers, which is a skill that translates well into marketing.
Python is one of the most popular programming languages, and it has a massive online community that includes developers, scientists, students, hobbyists, and industry professionals. The community ensures that Python developers have a vast repository of knowledge to work with while developing software for all kinds of purposes.
In a marketing context, Python developers work with data in a variety of ways, including data mining, data processing, data visualization, data collection, data analysis, and others. They also frequently work on task automation, front-end and back-end web development, and chaining software tools into more complex systems. So, whether your team is working on SMS marketing or social media marketing campaigns, email marketing or targeting ads, Python developer skills come in really handy.
In the next section, we will delve into more specific use-case scenarios for Python development in marketing.
How can a Python developer support your marketing team?
1. Predictive analytics
Python allows developers to easily implement statistical models that can be used to predict likely outcomes for various marketing campaigns and activities. There are marketing tools that can already do this, but they usually have limitations in terms of the data they can work on, and the algorithms they use for predictions.
Hiring a Python developer represents a more flexible way to do predictive analytics. A Python-dev can build and modify predictive models for your specific marketing needs, and they can code them to work with the kind of data you have at your disposal.
2. Customer segmentation
Marketing teams are under constant pressure to deliver personalized experiences to customers. In order to accomplish this, they require a keen understanding of customers’ needs, wants, and behavior. Customer segmentation is the process by which customers are classified according to the aforementioned criteria, and Python makes it easy to do.
Through Python, developers have access to sophisticated clustering and machine learning techniques which can be used to segment customers by features that matter specifically to your business. These custom segments can then be reused within your other departments, including sales, customer service, product development team, and others.
Keeping track of marketing activities is essential for keeping a marketing department organized, as well as for communicating with other departments, management, and other stakeholders. Creating reports by hand is a time-consuming task, especially if you’re trying to summarize complex software-based marketing activities.
Python developers can solve this issue by implementing custom reporting software, scripts, and plugins. They do this by creating report templates that are automatically filled with data generated by your marketing activities, so all you have to do is distribute them, no busywork necessary. Such software can be integrated with your existing tools such as your CRM software to create fully automated marketing workflows that generate reports as a side-product.
4. Customer feedback analysis
Customer feedback is one of the most important sources of information for marketing teams. It is also notoriously difficult to analyze due to spam, poor grammar and formatting, and sometimes the sheer volume. A field of computer science called natural language processing (NLP) concerns itself with solving these tasks by leveraging artificial intelligence and machine learning to understand the meaning and context behind language data.
Python is a language extensively used within this field, and there are many libraries available for transforming user data into meaningful text. Python developers use these libraries to develop software that can help you understand the trends behind customer opinion surrounding your brand.
5. Data visualization
Marketing teams usually have more than enough raw data on customers. What they sometimes lack is a convenient way to parse and explore this data in a convenient way. Representing the data through graphs, charts, and other visualization techniques can go a long way to alleviate this issue. And with Python, data visualization is only a few lines of code away.
Python developers can use data visualization libraries such as Matplotlib, Plotly, Seaborn to generate custom visuals for your data, as well as develop user interfaces so everyone within your marketing team can access them at their convenience.
6. Web scraping
Content creation is one of the main tasks of content marketing depts, and one that still hasn’t been fully substituted by software. However, the software can help content creation in a number of ways, and one of them is scraping the web for certain kinds of content. Scraping algorithms parse web pages for particular patterns of text in order to glean information such as keyword, links, brand mentions, and others. And such algorithms are easy to build in Python.
In contrast to proprietary scraping apps and services, a scraping script developed in house by a Python developer will only look for content patterns that you specify, process it, and store it for convenient access.
Supercharge your marketing with custom Python software
Python is a versatile and powerful tool in the hands of a capable developer. Python developers excel at tasks that involve handling data in a systematic fashion, which is what digital marketing is at its core. If you want to keep a lean tech stack while keeping your marketing team flexible and efficient, consider hiring a Python developer.