Gartner Research

Essential Analytic Skills for Marketers

Published: 31 July 2018

ID: G00370325

Analyst(s): Marketing Research Team


Marketing leaders looking to upskill their teams in digital capabilities can use this report to understand key analytic skills for all marketers and explore how to best cultivate those skills in their current teams.

Table Of Contents

Team Buy-In

Table 1: Analytics Use Application

Essential Skills

Metric Selection and Tracking


Basic Statistics

Data Management

Resources Available

Table 2: Comparison of Upskilling Options


About This Research


©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.