Blog post

Recruiting Marketing Analytics Talent

By Lizzy Foo Kune | February 16, 2017 | 1 Comment

MarketingData and AnalyticsMarketing Organization and Talent

What do taxidermy and marketing analytics have in common?

Seriously. I’ve been trying to figure this out for a few years. I was trying to hire a marketing analytics professional, yet somehow ended up with a resume from a taxidermist.

I thought I’d written an on-point job description. It perfectly depicted the skills and responsibilities required of the role. We had resumes rolling in! Unfortunately, those resumes weren’t terribly compelling.

So, where did I go wrong?

For one, my job description wasn’t all that engaging. It failed to get people excited about the opportunity they’d have to connect data and strategy, to educate their colleagues, to solve problems that would actually make a difference.

I also made the mistake of going down a rabbit hole of skills. The list started off fine, including a couple digital marketing analytics platforms, personalization tools, and an understanding for media, but then I got greedy. I thought, “Oh, well, it’d be nice to have someone who can code Javascript, knows R, and also understands every statistical model known to man.”

As a result, I wasn’t getting candidates who were excited about the opportunities ahead of them. Their skill sets also weren’t relevant, likely as a result of qualified candidates opting-out after realizing they didn’t have one of my “nice-to-have” skills.

All of this is why I’m excited to facilitate a roundtable discussion, “How to Structure a Winning Analytics Team and Recruit Top Analytics Talent,” at our upcoming Digital Marketing Conference in San Diego from May 10-12. This is a cool format – it gives you the chance to talk with other marketers about ways they’ve been successful in building and retaining their analytics teams.

We’ll cover a few key points:

  • How do I identify analytics talent?
  • What’s the key to writing a compelling job description?
  • Is there a best practice for nurturing and retaining analytics employees?
  • How do I figure out what the strengths of my analytics organizational structure are, and use those to my advantage?

Before then, I’d love your feedback to help shape the session. What particular challenges are you facing in building and organizing your marketing analytics teams? What do you wish you’d known before making analytics staffing decisions? How are you organizing your team to take advantage of its skillset?

The Gartner Digital Marketing Conference is May 10-12, 2017, at the San Diego Marriott Marquis and Marina.

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1 Comment

  • Dieter says:

    Let me share my view from the other side of the fence:
    I read the skills list and go, Ok,Ok,?, what?, Seriously! If you expect to get all those skills you’re dreaming. You’re most likely going to get an expert BS artist. I don’t do BS so pass.

    When there is little information on who the client is, what they do, what type work is involved, where it is – that I can’t form any idea if I even what to work with this employer/can get to the location/am not going to have to sell my soul. So rather than waste an hour (or several) to respond I page over.

    When agents / recruiters go all flowery about how fantastic the team/employer is and there is nothing that supports it I get doubts. You expect candidates to support claims they make, should we expect less?

    These are a few perspectives from this side of the fence. I feel that attention to these will make a positive impact.