Whereas 5 years ago, marketers needed media planning and buying skills and the ability to implement overall campaign strategy (including timing and targeting) to be successful, the most important skills today are very different, according to [PDF] a survey by the Economist Intelligence Unit, sponsored by Lyris. Attributing the largest drivers of change to a digital environment that requires much more agility and speed (58% selecting as one of top 2) and a much more knowledgeable customer (40%), respondents indicated that the most necessary skill today is the ability to use data analysis to extract predictive findings from big data (40% selecting as one of top 3).
Tied for second place: the ability to generate insights about the drivers of consumer behavior from multiple data sources (32%).
Indeed, a significant proportion of marketers believe that harnessing complex data sets has become a critical success factor. Read the rest at MarketingCharts.