Bridging the talent gap: Three steps to staying competitive through analytics
As customer expectations continue to rise, and the marketplace becomes ever more competitive, marketers need analytics and insights to drive better decisions. Using data and analytics as a competitive advantage requires a team of analysts who know your business well, and who have the
skills to work with marketing leaders to combine analytics with business acumen. It is difficult to find people with the whole package — the analysis, technical and consulting skills required to deliver the analytics marketing needs to make decisions that drive return on investment.
It is important to take a long-term view, and invest in developing people into strong analysts who help to move marketing efforts forward. To build a high-performing team that adds ongoing value to your marketing strategy, there are three strategic steps: developing clear expectations of the
role, finding people with the right mindset and baseline technical skills, and exposing those people to senior analysts, mentors and projects.
Keywords: analytics; analytics skills; data; marketing analytics; talent gap
Document Type: Research Article
Publication date: 01 August 2017
- Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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