Technology and analytics require new MARKETING skills

...All marketers today need baseline skills in data and analytics. Today’s marketer needs to go well beyond reporting and metrics, and be more proficient in a full range of analytical skills –including knowledge of data management principles and analytical strategies, and an understanding of the role of data quality, the importance of data governance, and the value of data in marketing disciplines. Marketers today also need a nuanced understanding of current and emerging digital channels.


...Our goal is to hire marketers who have a passion for and understand the value of data and analytics in decision making. This is not as hard as it was ten years ago. The modern marketer has evolved from being purely creative and logistics driven to appreciating data and the role of analytics. Anyone accustomed to measuring digital and social media efforts or experimenting with A/B web pages or one-to-one marketing is primed to use more advanced analytics to measure the overall value of a program. You’re not killing creativity or innovation, just seeking naturally curious employees with updated skills.

Harvard Business Review

The emergence of data science and the proliferation of new media channels has radically changed marketing jobs.

4 Roles Every Marketing Organization Needs Now

Technology and analytics require new skills.

HBR.ORG