Data science and analytics are valuable skills to have at most organizations. In the world of advertising, they are among the most requested technical skills at digital ad agencies worldwide and that is expected to continue over the next couple of years. This interesting topic came to us from eMarketer in their article, “Data Science Is in Demand at Ad Agencies.

Because digital ad buying is becoming more and more automated as well as data-driven, marketers need to improve their data skill sets. In a recent survey of US marketers, 54% of respondents said one of the main roadblocks preventing them from making better use of customer data was insufficient data analysis capabilities.

Marketing Data Analysts have been around a lot longer than Marketing Data Scientists, but their work is very similar to Business Analysts. Marketing Data Analysts collect and analyze both internal and external datasets, and they use the information they surmise to help them plan and implement marketing initiatives for their organization.

Melody K. Smith

Sponsored by Data Harmony, a unit of Access Innovations, the world leader in indexing and making content findable.