Data-driven marketing has been an industry buzzword for years, but the sector continues to be disrupted as businesses deprecate traditional marketing roles to favor those centered on growth and technology. The ANA’s latest report indicates that the next generation of marketers might still be ill-equipped to finesse the types of skills necessary to thrive in an environment where success is increasingly defined by hard numbers and an analytical mindset.
Across 150 interviews, the trade group surveyed a mix of business leaders, academic figures and students to glean its findings.
