As the marketing world shifts to a heavier technology focus, marketers are navigating the increasingly challenging task of finding those with technical skills and mathematical skills in order to both utilise technology to the fullest extent and fully analyze and optimize their programs. Doing both of those things will enable them to keep up with the challenges of marketing as it intersects big data analytics, according to the Adobe study.
That said, there are indications in the study that show marketers are starting to solve their analytics and technology shortfalls from 2012 to 2013. Twenty-nine percent of the respondents in 2012 said their marketing department does not have the technical skills to utilize their technology fully, while only 21 percent said so in 2013.
Meanwhile, 26 percent of the respondents in 2012 said they did not have the mathematical skills to analyze and optimize its marketing programs, while 21 percent said so in 2013.
World Newsmedia Network has published Global Digital Media Trendbook each year since 2006. The 2014 trendbook contains 500 data sets and 230 pages of analysis about digital media usage and revenue patterns, including this data set. To download the GDMT free executive summary, go to www.wnmn.org