More Evidence of the Demand for Marketing Analytics Professionals

Visitors to visit the site for many different reasons. There are business professionals who find value in the information we provide in our Tutorials. There are those in educational fields who like to keep up with the latest Marketing Stories. And there are students who find the resources on the site useful for school assignments. However, if there is one marketing topic that draws the attention of all three groups, it would have to do with what the future holds for employment in marketing.

A few weeks ago we discussed what type of jobs will be in demand in the next few years, and we noted that at the top of the list are Market Research Analysts. Now some may think a Market Research Analyst is someone who mainly designs online surveys or collects data by making phone calls to customers. While they may do some of this, when we talk about an analyst position it is much more likely we are talking about people who do much more. Professionals in these positions possess the knowledge and skills to create research instruments, gather data, crunch the results, dissect the information and eventually draw insight from the information that helps guide business decisions. The demand for people who possess these skills is growing rapidly. Moreover, right now, for those who can combine strong quantitative ability with effective communication skills, such as writing reports, presenting results and even socializing with clients, the potential is tremendous.

To help bring this point home is this story from Advertising Age, which offers strong evidence that those who possess strong analytical skills will be in demand. It points to a research company’s estimate suggesting that by 2018 demand will far outpace supply, leading to a shortage of skilled analysts. The story also suggests that higher education has been a bit slow in responding with full analytics degree programs, though a quick Google search shows that many schools are now offering analytics certificate programs.

Make no mistake, an analytics jobs does require strong quantitative skills. Yet, for those who possess these skills and may have thought their skills were better suited for jobs in the sciences or the computer industry, market research may just be a better option.