Most Marketing Pros Are Still Lacking Big Data Skills

More than a third of executives rank big data analytics as a top marketing skill, but many marketers lack the requisite knowledge.

 

Business executives in the U.S. and U.K. see data analysis -- specifically, the ability to extract predictive findings from big data -- as one of the most important skills for today's marketers. And yet many of them claim that marketers' limited ability to analyze data is a major roadblock to executing better big data strategies.

That's according to a new study from the Economist Intelligence Unit (EIU), which conducted two concurrent surveys in March for digital marketing firm Lyris.

Photo Credit: CMO.com

Photo Credit: CMO.com

One survey of 257 executives, and the other of 409 consumers, inquired about the effectiveness of various marketing channels. The executives were from six consumer-focused industries, including automotive, clothing, banking, entertainment, media and travel. Respondents in both surveys were evenly balanced between the U.S. and U.K., the EIU said.

The report covered a variety of topics relevant to digital marketing, such as which factors influence customers' purchase decisions, as well as consumers' views on privacy issues. From a big data perspective, the study's most interesting finding shows a notable gap between the value that marketers place on big data and their abilities to glean insights from it.   READ MORE