CSG: Click Here For More Understanding

Posted on www.csg.co.uk/blog on May 15th 2017

http://www.csg.co.uk/blog/click-here-for-more-understanding/

We were pleased to welcome a new member of the team to our Cadishead office, last month. Daryl Tunningley joins us as a Marketing Executive, giving particular focus to our online activities.

Daryl, 26, hails from York and grew up around one of Britain’s most picturesque cities, although he jokes that the downside to all that historic splendour is that “you spend a lot of time dodging the tourists!”

He began his career curating website content at Persimmon, the house builder, at their Leeds office. Before long, he’d developed the role to such a degree that he became their Marketing Co-ordinator. “I just developed an aptitude for marketing, combining my writing skills with an appreciation for good design but above all, applying common sense and logical thinking to make improvements based on what the analysis was telling me.”

Marketing is a field which has attracted some strong stereotypes over the years, with many still believing it to be the domain of brash, risk-taking ‘Mad Men’ types, too often full of their own self-importance. In fact, in most companies, day-to-day marketing has undergone something of a quiet revolution over the last decade. Since the arrival of the Internet, search engines and, more particularly, social media, it’s now a department awash with very detailed performance data, measuring every click and every view of every piece of content available. Someone has to sift through this tidal wave of information and turn it all into knowledge, which in turn informs the strategy.

google_analytics_v2_dashboard
A typical analytics dashboard, showing a tiny fraction of the data available to today’s marketing teams.   Photo: www.kaushik.net

You sense this is a role perfectly suited to Daryl. He speaks precisely and unhurriedly, favouring clarity over brevity, suggesting a level of thoroughness that the marketing dinosaurs of the past would find irksome. “I like the fact that my role gives me an end-to-end view of the whole business. This gives me a better chance to understand every part of the process and ensure I can support each one in the best way possible.”

Daryl’s capability for self-teaching is not restricted to his working life: he plays his Fender Jaguar electric guitar “when I can”; his musical ability another product of his auto-didacticism. He also reads widely, with particular interest in Science Fiction and History, “mostly European and any period from Medieval to Modern. I find it fascinating to see how – and why – it is that we are where we are at this point in time.”

Perhaps most surprisingly, Daryl’s embrace of the world of social media comes to an end when it’s time to go home. “I don’t engage in social media at all in a personal capacity”, he tells me, which at first seems an odd paradox but on explanation, becomes perfectly logical. “I remember hearing once that ‘chefs never cook’ and that explains how I feel about it. Social media is a powerful tool but I view it as a means to lead people to the content on our site. The analytical aspect of it all is the most interesting feature for me.”

His next big project is to co-ordinate the design and build of the new CSG website, in production later this year. Needless to say, the ability of the site to provide as much meaningful data as possible will be at the top of his wish-list.

In the meantime, he’s still in the process of increasing CSG’s reporting capability and analytics. If you happen to be the first person who’s taken the time to read as far as this, the last sentence of this blogpost, he’ll probably know all about it.

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