Marketers challenged with Big Data math skills

As the marketing world shifts to a heavier technology focus, marketers are finding challenges in keeping up with technical skills and mathematical skills in order to keep up with the challenges of marketing as it intersects Big Data analytics, according to a 2013 study by Adobe and eConsultancy.

That said, there are indications in the study that show marketers are starting to solve their analytics and technology shortfalls from 2012 to 2013. Twenty-nine percent of the respondents in 2012 said their marketing department does not have the technical skills to utilize their technology fully, while only 21 percent said so in 2013.

Meanwhile, 26 percent of the respondents in 2012 said they did not have the mathematical skills to analyse and optimize its marketing programmes, while 21 percent said so in 2013.