Marketers are worried about their lack of data skills. But the question remains – are they really justified in their concerns?
While data duties are taking up considerably more time than before, most marketers don't want to become data scientists. Instead they want their marketing tools to make the tasks of unifying, cleansing and matching customer data more automated.
This guide book for marketers takes a closer at data analytics – the monster under the bed – to learn whether there really is a 'marketing skills gap', or a 'marketing technology gap'.