Gartner Research

Build a Powerhouse Marketing Analytics Team by Hiring Generalists

Published: 16 August 2017

ID: G00321507

Analyst(s): Lizzy Foo Kune


Marketing analytics is a rapidly evolving discipline, requiring competence in data management, channel measurement and advanced modeling. Marketing leaders can use this research to learn how to build stronger, more agile teams by hiring and developing analytics generalists.

Table Of Contents
  • Key Challenges



  • Staff Your Team With Well-Rounded Analysts
    • How to Use This Framework
  • Assess Your Bench — and Fill Skills Gaps
  • Apply Three Best Practices to Manage and Develop Your Team

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