Crunching The Numbers: The Data Skills That Matter For Marketers
It’s unavoidable. Data has filtered its way into the marketing industry in such a manner that data skills are now a must for any modern marketer.
But despite this fact, there is evidence to suggest data is not a top priority when it comes to skill development for marketers.
According to new research from B&T and the Association for Data-driven Marketing and Advertising (ADMA), data skills are “only of moderate importance to Australian marketers”.
Specifically, analysing customer data/insight is the most important data-related skill for marketers, with 71 per cent of respondents listing it as a skill that is extremely important to their current career and 78 per cent nominating it as a critical skill of the future.
This was followed by data analysis and reporting, with 72 per cent and 75 per cent of respondents considering it very or extremely important again respectively for current and future careers.
Working as the director of product & customer marketing at email marketing outfit Campaign Monitor, Kalyn New uses these skills every day.
She uses data skills to analyse trends and opportunities, with a focus on customer data and retention.
However, she understands that these skills may be more relevant for some specific verticals.
“I’ve always been a data-driven marketer and when I’ve been hiring people into the team, that’s one of the top skills that I look for,” she told B&T.
“But I’ve also been very much embedded in the customer marketing side of things, so I think if you are more of a brand marketer working across top of funnel and ad campaigns, it’s probably less of a skill that is required.”
Developing data skills
As any marketer would know, these data skills don’t just develop overnight.
The study shows that 58 per cent of marketing skills training was delivered in the workplace by management or peers.
New explained that she initially developed her skill in data because she had no choice.
“When I first started, it was out of necessity,” she said.
But what started as a necessity soon turned into a passion.
“But as I’ve moved through my career, it’s something that I really enjoy and I feel really helps to drive those data-driven decisions and more of the ‘why’.
“It’s not like you’re just creating and sending out campaigns because someone else has told you that that’s the best thing to do. I think it really helps you become passionate about the work that you’re doing because you understand the data itself and why you’re doing the things that you’re doing.”
While some marketers might have historically had an aversion to numbers, the current state of play does not allow for this.
For carsales CMO Kellie Cordner, data skills represent a way to improve workplace conversations.
“It’s an absolute prerequisite – you need to be really comfortable with numbers,” she told B&T.
“It’s not about what you think, it’s got to be about what you know, and with data supporting it.
“I haven’t seen anything where I haven’t had to do some form of budget or ROI.”
Skills of the future?
Through comparing the importance of skills currently with in the future, the research shows that many marketers are forward-looking when it comes to their view of marketing skills.
More than a quarter (26 per cent) of marketers listed programmatic as an important skill now, compared with 31 per cent in the future.
But the biggest discrepancy was seen in artificial intelligence/machine learning. Here, just 16 per cent said this was an important skill now, compared to 34 per cent believing it will be pertinent in the future.
According to Cordner, this is perhaps down to a technicality.
“I don’t see AI and machine learning a skill for a marketer. I think they are a code and a capability that a great marketer needs to be able to find the insights and then work out what to do with that,” she said.
Cordner made the comparison: “we all have a website, but we didn’t have to build it”.
“AI and machine learning is a capability that allows marketers to understand how to better connect and how to improve their brand, as opposed to them having to be ‘on the tools,” she said.
To ensure your marketing skills keep pace with a rapidly changing industry, check out ADMA’s range of courses. Their comprehensive range of courses are taught by practicing industry professionals and include:
- Digital Marketing
- Data-Driven Marketing
- Customer Experience
- Copywriting & Creative
- Digital Campaigns
- Analytics
- Regulatory
You can download the ADMA Professional Skills Census 2020 here.
Please login with linkedin to comment
ADMALatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.