I took my Myers-Briggs test again recently. I first took the test during orientation at my first real job after college almost 25 years ago (gulp!). It told me that I was an extroverted (E), intuitive (N), Feeling (F), and Perceiving (P) person. I remember thinking, “that’s awesome! Enthusiastic, creative free-spirit which the social game to lead others on any adventure.” Sadly, I was in the technical book publishing business so opportunities to take engineers and scientists on a party-like adventure of self-discovery were few and far between. When I went into the researching, writing, consulting and speaking business ten years later, it was a great opportunity to explore the lighter side of Simon. Things turned against me, however, when I moved into a management role and it became clear that my college math fulfillment requirement — “The History of Math” — wasn’t going to cut it. So I retook the test and managed up my “judging” and “thinking” scores (just kidding!).
My point is that any business leader worth his or her salt today must have the acumen to analyze and interpret data to drive business decisions. At Gartner for Marketing Leaders (GML), our goal is to help marketers drive data-driven insights into every marketing decision and activity. Some areas of marketing — advertising and customer insight — can’t function without data and analytics while others — customer experience and email marketing, for example — are just getting into the game.
Increasingly (and thankfully for people like me), marketing teams are being staffed with ISTJs (practical, fact-minded and reliable individuals) and ISTPs (bold and practical virtuosos who can master any and all number-crunching tools with ease). According to our Marketing Organizational Design and Strategy Survey 2016, marketing analytics is one of the key skills that CMOs rely on today, yet half of marketers say it is one of the most difficult roles in which to recruit and retain talent. The inquiries our analysts receive tell the story. The pressure is on to drive a data-driven mindset into every marketing organization — and it’s all about:
- Hiring the right leader. Marketing analytics teams are no longer small or channel-specific and, in fact, we found that leading enterprises employ upward of 28 data and analytics employees, the majority of whom devote most or all of their time to analytics tasks. While data-driven marketing is still in its adolescence, the savviest marketers have graduated from hiring and building to scaling, activating and optimizing. The right leader for today’s marketing analytics team needs a little ENFP in addition to their ISTP/J traits. GML clients looking for a new analytics leader should check out Lizzy Foo Kune‘s Toolkit: How to Hire a Marketing Analytics Leader first.
- Building and organizing the analytics team. If its your job to build out a powerhouse analytics organization, you’ve got a tough job ahead of you. In addition to the scarcity and cost of skilled analysts, you probably aren’t looking at a greenfield situation either. You’ll have build on what’s already there. Disparate teams, lack of coordination and skills gaps are often cited as the biggest impediments to achieving data-driven marketing goals. Christi Eubanks tackled the complexities of these issues in her research note, How to Organize Your Marketing Analytics Team.
- Arming the team with right tools for every job. Analytical tools and technology designed is one of the fastest growing areas of investment by marketing leaders. This week we published the latest Digital Marketing Analytics Magic Quadrant to guide CMOs who need their teams to provide unified, cross-channel insights that span a wide range of marketing and advertising activities. Digital marketing analytics providers like Adobe, SAS and Google continue to expand the scope and capabilities of their products and retain their position as leaders in the MQ. Another area of client interest is attribution and marketing mix modeling and our Market Guide for Attribution and Marketing Mix Modelling helps them understand the impact of their marketing efforts and media investments. Use this guide to navigate the different providers in this complex and fast-moving analytics category.