Combatting the data and analytics skill gap in the marketing industry 

Data displayed on a tablet and print outs.

Research shows that almost half of businesses are recruiting for data and analytics roles, yet 46% of businesses have struggled to fill these roles over the last two years. As marketing evolves, these skills are increasingly important for the industry. With this unprecedented growth in job vacancies, marketers must adopt new strategies to attract and retain talent in marketing roles. 

As a business’ martech stack grows, so does the demand for highly-skilled marketers to...

97% of companies have moved at least part of their digital marketing in-house

A house lit up in the evening.

The past 12 months have completely altered the way brands approach their digital initiatives, according to a study by creative management platform Bannerflow, which surveyed senior European marketers to investigate how in-house marketing teams are evolving in 2022.

The report includes responses from businesses in a range of different industries, including entertainment & media, mobile & online gaming, retail & e-commerce, iGaming, consumer tech, financial services,...

Marketers’ digital skills have declined during the pandemic

A woman using a laptop computer.

Digital marketing skills have stagnated or declined during the pandemic, research from training body Target Internet, in association with the Chartered Institute of Marketing (CIM), has revealed.

Their report has found that unlike many other sectors - which saw digital skills accelerated by the pandemic - the majority of digital marketing skills stagnated or declined between 2020 and 2021. This decline has occurred across almost all sectors, and at all job levels, with skills in...

Lack of Trust in marketing data – What does this mean for the CMO?

Earlier this month Adverity launched its latest research project, surveying 964 marketers and marketing data analysts to understand their major challenges, strategic priorities, and pain points.

Shockingly, the research found that over a third (34%) of CMOs don’t trust their marketing data, this rises to over 50% of CTOs / CDOs. Meanwhile, the biggest pain point for both marketers and data analysts (42%) is the time it takes to manually wrangle data. Whilst there is not...

Two-thirds of Gen Z out of touch with traditional Black Friday marketing

Climate Change

Gen Z has fallen out of touch with Black Friday marketing that fails to demonstrate a company’s sustainable practices, despite being the nation’s biggest consumers.

The latest from student marketing platform Student Beans, the research suggests conscious and ethical brand communications have the most impact on younger generations.

Despite this, Gen Z spends more than any other generation during the Black Friday weekend. This year the average 18-to-24-year-old spent...

34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. 

Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. 

Almost a third of marketers don’t trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

Institute for Rebooting Social Media launched by Harvard University

Social Media Platforms

Harvard University has launched an academic initiative called the Institute for Rebooting Social Media, which aims to fix social media's most urgent problems.

Described as a “three-year pop up initiative”, the institute will focus on addressing misinformation, privacy breaches, harassment and content governance.

The institute is part of the University’s Berkman Klein Centre for Internet & Society (BKCIS) and it is being funded with £1.5 million from the John...

How MACH can transform the digital customer experience: A guide

There is no doubt that the global Covid-19 pandemic has accelerated digital adoption. For many companies, this move was one they were, understandably, unprepared for. And even for some of those businesses who were already operating online, their technology was either not sufficient enough to adapt at speed, or too general to meet the rapidly changing needs of their customers.

Even post-pandemic, consumer needs are continually evolving, with people shopping on mobile devices, on...

The six biggest myths holding back insight-driven businesses

Between economic pressures and ever-dynamic consumer trends, the past year has driven businesses to be more agile. If we’re looking for a silver lining to the pandemic, it’s that companies have accelerated their journeys toward data maturity.

But what does this mean for marketing operations? Despite the challenges, more and more businesses have turned to data to help reframe their priorities and achieve greater agility. While financial investment in this area is high – over...

Back to basics: The five Ws and two Hs of individualised marketing science

We live in a 24/7 culture, constantly connected with all of our technological advances and smart devices and hyper-personalised media outlets. That is especially true while we’ve lived and worked at home so much since early 2020.

As marketers, we also tend to enjoy living in our own self-created, nonstop working world, filling calendars with meetings and events, always being available, and racing to get the current campaign deployed without any reflection or rest before starting...