‘The Marketing Analytics Practice Is Evolving: How Can You Adapt?’ – ‘Marketing Land’ Article
Kohki Yamaguchi says, “As the saying goes, the only thing that is constant is change. But in digital marketing today, change is not only constant but also rapid and all-inclusive, and applies not only to marketing practice but also the practitioners.
The past few years have given rise to marketing technologists: those who are equally adept at marketing and technology. A recent study by Forrester profiled the “modern marketer” as a marketer who develops data-driven personas, employs intelligent targeting, understands the customer journey, leverages cross-channel measurement solutions, and so on.
That begs the question: If understanding and being able to leverage modern technology and concepts characterize the modern marketer, what specifically defines the modern marketing analyst?”.
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