Martin Sorrell: “The Biggest Battleground Is The Control Of Data” (As Demand For Professionals Soars)

Martin Sorrell: “The Biggest Battleground Is The Control Of Data” (As Demand For Professionals Soars)
SHARE
THIS



Think the advertising industry has become obsessed with data, data and more data? Well, all the indicators are it’s only going to get worse, particularly due to the high demand – from all industries, let alone adland – for data scientists and those trained in analytics.

Even industry sage, Sir Martin Sorrell, recently weighed-in on the data debate.

In a podcast with the Online Marketing Rockstars, Sorrell said: “The biggest battleground [in advertising] at present is in the control of data.

“There is a somewhat unfortunate Brexit analogy here. One of the slogans was ‘Take back control’ and that is exactly what many advertisers want to do,” he said before adding that the mantra of his new venture, S4 Capital, was to develop first-party data content and media sales for its clients.

Sorrell added: “When I left WPP, I looked to see in which areas revenue was growing. And those were first-party data, digital content and digital media planning–exactly those areas we are pursuing now.”

Finding the data is not the problem – we’re swimming in it – but it appears finding the people to analyse it and process it is.

New research by the University Of NSW (UNSW) has found “data professionals are riding the big data boom, taking their pick of jobs and writing their own cheques as demand for their skills across government and industry outstrips supply.”

The Institute of Analytics Professionals of Australia (IAPA) 2017 Skills Salary Survey reported that the top 10 per cent of earners of all data analytics professionals reported an average jump of seven per cent to a median salary of $235,000 in 2017. The median salary of team managers and technical specialists was $163,000, while the average salary of an analytics professional was $130,000, well above the average salary of professionals at around $91,000 in May 2018.

LinkedIn this year named data scientist as leading its list of The Most Promising Jobs of 2019.  Data scientist positions “come with high salaries, a significant number of job openings and year-over-year growth, and are more likely to lead to a promotion.” US job openings for data scientists posted year-on-year growth of 56 per cent to 4,000-plus openings, according to LinkedIn.

IBM and jobs analytics firm BurningGlass have predicted that by 2020 the number of positions for data and analytics talent in the United States will increase by 600 per cent. Demand is coming from business, government, healthcare providers and other organisations who need data analytics professionals to extract meaning from and interpret data.

Dr Tracy Wilcox, academic director at UNSW business school, commented: “Similar growth can be predicted for Australia, and as a result of this huge growth, salaries for data scientists and analysts are booming.  The industry is willing to pay top dollar for key roles and emerging data analytics talent. It is clear that these new fields are long-lasting and valuable.”

To meet student demand, UNSW has launched two accelerated online masters degrees – one in data science, the other in analytics.

“By launching these two postgraduate degrees, UNSW is also attempting to cut through the confusion between the roles of a data scientist, which involves very high-level statistical and programming skills, including developing artificial intelligence and machine learning. On the other hand, an analyst uses a broader set of analytical skills and tools to produce evidence-based insights from data,” said Dr Wilcox.

 

Please login with linkedin to comment

Data scientists S4 sir martin sorrell

Latest News

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

Thrive PR + Communications will be adding SodaStream to its list of global consumer-lifestyle brands, after being appointed as its Public Relations company of record in Australia. The win follows a competitive pitch that will see Thrive manage the sparkling water brand’s earned media relations, press office, and gifting program. Thrive will also be responsible […]

72andSunny Sydney Promotes Ross Berthinussen To President Following Chris Kay’s Shock Exit
  • Advertising

72andSunny Sydney Promotes Ross Berthinussen To President Following Chris Kay’s Shock Exit

72andSunny Sydney has appointed Ross Berthinussen (main photo) to the role of president leading the Sydney office. Berthinussen’s promotion follows yesterday’s surprise news that the agency’s CEO, Chris Kay, had snared the rather prestigious role of CEO of Saatchi & Saatchi’s UK office. Read B&T’s reporting here. Berthinussen has been executive strategy director of the […]

Seattle, USA - Oct 15, 2019: The entrance sign to the new Google building in the south lake union area at sunset.
  • Marketing
  • Technology

Rebounding Ad Industry Sees Google Jump Up Most Valuable Brand Ranks

Amazon has secured the title of most valuable global brand for the third year running, but rival tech giants such as Apple and Google are breathing down the neck of the Jeff Bezos founded site. Data and insights company Kantar has released its BrandZ report for 2021, detailing the most valuable brands globally based on […]

by B&T Magazine

B&T Magazine
Taiwan Receives First Ever Grand Prix In Cannes Lions Live Day Three, While Lil Nas X, Fortnite And Tinder Win Big
  • Advertising

Taiwan Receives First Ever Grand Prix In Cannes Lions Live Day Three, While Lil Nas X, Fortnite And Tinder Win Big

Cannes Lions Live Day Three saw the announcement of winners in the Craft Track and Entertainment Track, in partnership with Unity, as well as an exciting first, with Taiwan awarded its first Grand Prix. On the Australian front, awards were slightly slower, with Aussie agencies recognised only in the Digital Craft Lions. These Lions award […]

by B&T Magazine

B&T Magazine
Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

Image lead story From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising
  • Partner Content

From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising

With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]

Partner Content

by B&T Magazine

B&T Magazine
New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]