Why Marketers Shy Away from Data Analysis

One clear advantage of starting my career at the same time as my younger brother is that we have now got loads more in common, and most of our discussions are on the commonalities of our career paths.

Inevitably the discussion revolves around data analysis. While his primary field is Ops and mine is Marketing there is so much Data Analysis tangled in our decision making processes that looking at our profiles the question that is always asked is why not switch to Data Analysis full time. As such I feel like quite the outlier in Marketing.

A recent survey by Marketing Week shows that 36.9% of the over 3,000 brand-side marketers surveyed point to a lack of data and analytics skills within the marketing function as an area of concern for businesses. This is actually a 2% increase from last year’s survey.

Businesses have found workarounds to this lack of data knowledge, ? of the respondents said Data functions in other teams help out and 20% said they employ freelancers or consultancies to bridge this gap. Compounding the problem 83% of marketers feel they have the necessary skills to do well in their respective roles which means that Data Driven might just be a buzzword for them.?

Why the fear? ??

Fear of Complexity

Marketers find data analysis scary because it seems complicated and involves using fancy tools and "maths stuff". Sometimes, the data itself is confusing, and figuring out what it means can be hard. This makes some people avoid doing analysis altogether.

Lack of Resources

It's tough for marketers to do good data analysis because they often don't have enough money, the right technology, or enough trained people. This makes it hard for them to use data to make smart decisions. So sometimes, they avoid doing data analysis because they think they don't have enough capacity.

Perceived Irrelevance

Some marketers may perceive data analysis as irrelevant to their roles or industry, viewing it as too technical for creative marketing. This misconception stems from a lack of understanding regarding the many benefits of data-driven decision-making, leading to skepticism, reluctance and fear.

How to correct this?

Simplifying Data Analysis

Use tools like metabase which is a simpler alternative. Using drag and drop table joinings as opposed to remembering and regurgitating SQL queries can stop the apprehension and push more Marketers into data analysis.

Investing in Training and Tools

Employers should spend time and money in upskilling marketing professionals to make them more all rounded and comfortable in data analysis.

Why should companies invest in upskilling Marketers?

• Enhanced Decision-Making
• Improved Targeting
• Enhanced Customer Insights

Let me know your thoughts, I would love to have a discussion on this!

References:

https://www.marketingweek.com/marketers-data-analysis-skills-gap/?utm_campaign=Marketing%20Blog%20Weekly%20Email%20Sends&utm_medium=email&utm_content=296934319&utm_source=hs_email