46% of marketers feel teams are lacking data and analytics skills

A report from digital and marketing advisory Arktic Fox and Michael Page has found that 46% of marketers feel that the biggest knowledge and skills gap in their teams is data and analytics, closely followed by measuring performance and outcomes on 37%.

Only one in three marketers felt that data literacy was strong within their department, and 36% said data strategy and management is the most challenging capability to build out within the team.

Source: Marketing State of Play 2021

Meanwhile, 38% of marketers say they are looking to bring data and analytics in-house.