Nearly three quarters (72%) of marketers consider data analysis to be the most important skill for their organisation to acquire over the next two years according to a report from international marketing technology brand BlueVenn.
The report, Customer Data: The Monster Under the Bed?, incorporates research from UK and US marketers and reveals the skills and attributes that marketers feel they need to acquire in order to survive today’s data-centric marketing landscape.
With 72% of marketers hoping to acquire data analysis skills in the next two years, data management is now considered more vital than social media (65%), web development (31%), graphics design (23%) and search engine optimisation (13%). Despite this fact however, 27% of marketers are still handing over the process of data analysis to the IT department.
Focus on understanding customer data is especially prevalent in large enterprises, where four out of five marketers (80%) consider data analysis to be a “vital” skill. Data segmentation and modelling are also considered highly sought-after marketing skills, ranking higher than both web development and graphic design within the enterprise space.
Commenting on these findings, Anthony Botibol, Marketing Director at BlueVenn, said: “In the age of big data, marketers have a better opportunity than ever before to truly understand their customers’ decision making processes. Unfortunately, as it stands, most marketers simply don’t have the time, the knowledge or the tools necessary to undertake this task in a practical and effective way.
“While there is definitely a skills shortage when it comes to data analysis, I would argue that marketers shouldn’t have to skill-up in order to achieve this. Nobody should need a degree in data science to generate value from their customers’ information. It’s up to our industry to deliver the necessary technology to radically simplify the task. Until marketers are provided with the tools and technology, they will never unlock the true potential of their customers’ data.”
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