Analytical tools and big data are becoming essential tools for more and more companies, who trust that data can be the universal panacea for all their problems (improving from product development or communication with customers to all levels of digital marketing). But, today, this is not the most demanded digital competence of marketing executives, but it is the management of security and privacy the main priority. This is revealed in a new study by The Economist Intelligence Unit and Cognizant to more than 400 European and American professionals by eMarketer. According to 42% of those surveyed, the key competence today is digital expertise in security and minimizing online risks such as data leaks. This aspect is on a par with web and mobile development, also essential for 42% of executives.

Thus, these competencies would be above Germany Email Database digital marketing, such as SEO or social media, which is essential for 41% of those surveyed, software development (40%), analytics and big data (38%), digital strategy (35%) or smart product development (32%). But what will happen in the next few years? According to professionals, that big data will climb positions to become the most essential competition in the digital universe. This is what 43% of those surveyed believe, who have ensured that the domain of big data and the analysis of this data will become the most demanded competition in 3 years, above web and mobile development (40%) and marketing digital (40%), as well as other skills. On the other hand, the development of smart products or the design of digital business strategies will also be more important than they are today.

Analytics tools and technologies are the top priority for marketers

Big data and data analytics will not only be the most demanded skills of digital marketing workers, but they are also becoming the priority of companies today. Because when digital transformation hit companies like a hurricane, they discovered the potential of analytical tools for better customer insight and better strategic decision-making. That’s why the results of another Black Ink  not surprising , where we found that the number one priority for marketers is to drive adoption of technology and analytics tools. Through these tools, the aim is to achieve a more consumer-centric business approach (for 79% of those surveyed) and also to boost brand relevance (for 70%). Now, there is a dichotomy between what marketers want to do and what they are actually doing, because while 6 in 10 consider big data and key analytics in 2016, only 1 in 3 has the necessary skill and experience. to be able to manage this area effectively. Taking this into account, it is surprising that today these are no longer the most demanded competencies of marketing professionals.

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