Data, Shmayta: Marketers Pull Back from Analytics
Ignoring data is another trend, and it’s not just for politicians. PAN Communications found marketers have shifted their content goals to emotional connection, are less likely to measure performance against revenue, and are more likely to feel they don’t need analytical skills. Similarly, Veritone reports that just 33% of marketers say data is critical when selecting content and that Return on Ad Spend is dead last on their list of metrics. The Forrester study we covered yesterday similarly found marketers rating content development above analytics as the most important skills for new hires.