CMOs continue to list analytics as a top priority for their marketing organizations. Yet some organizations still lose their data scientists because they haven’t adequately supported them with data engineers. Or they haven’t yet learned the crucial need for data interpreters.
At Gartner Marketing Symposium/Xpo™ 2019 in San Diego, Christi Eubanks, Managing Vice President, Gartner for Marketers, and Jonathan Gibs, Chief Data Officer, Gartner for Marketers, shared the secrets of how genius brands build their marketing analytics organizations. The “secrets” were distilled by a Gartner TalentNeuron™ analysis of 10,000 job postings from the Gartner L2 Digital IQ Index, which benchmarks 3,000 brands across 30 categories with 1,250 data points per brand. Not surprisingly, job postings requiring analytics have risen from 27% in 2010 to 34% in 2018 according to Gartner TalentNeuron data.
In the Gartner L2 Digital IQ Index, brands are assigned to one of five classes: Genius, Gifted, Average, Challenged and Feeble. How do Genius brands organize their marketing analytics teams to achieve digital marketing success?
“Since 2007, we’ve seen a lot of hiring for senior roles,” Eubanks said. “Not much has changed.”
Historically, most companies organized and operated by channels and platforms. But there’s a difference between how you organize and how you operate. Today, however, modern organizations are moving toward individual strengths, empowered decision making and an agile framework.
Feeble brands invest in a heavier management layer. Genius brands put their hiring weight into more workers in technology, analytics, and with a stronger strategy bent. They align their operational model to their data stack.
“Genius organizations aren’t hiring more managers,” Eubanks said. “They’re hiring more people to get the work done.”