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?”.

The Marketing Analytics Practice Is Evolving: How Can You Adapt?

Marketing Land


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