Analytical Marketing Skills Are Hardest to Find: WFA Survey

It’s not your imagination: good men (and women) are hard to find. The World Federation of Advertisers found that 77% of marketers said there’s a talent shortage in their organization.  In bad news for English majors everywhere, data and analytics skills top the list while creative and social media roles are at the bottom.

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80% of DTC Marketers Use Unreliable Performance Data: Measured Study

July 29, 2022

Marketers have made less progress with measurement than personalization. Measured reports that more than 80% of direct-to-consumer marketers rely on click-based data from websites and media platforms, even though they know it’s unreliable. Near-infinitesimal fractions use gold standard methods such as incrementality experiments (4.7%) or multi-touch attribution (2.5%). Speaking of which, start-up Incrmntal just raised $4.1 million to make incremental measurement easier.

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