Edwina Dunn warns of data skills crisis in marketing
“We’re in a crisis situation, there’s not enough talent coming through the pipeline and organisations will experience difficulties,” she said in an exclusive interview with the Market Research Society, of which she is a patron.
“We need people to take maths and sciences,” she urged.
And in terms of how that manifests itself within marketing she pointed to problems in infrastructure.
“We still don’t have a customer director within an organisation; we don’t have the voice or face of the customer sitting on the board of directors. Is it the marketing director or the IT director? I don’t think that’s been resolved,” she said.
“The truth is, data is a very creative science; being in IT does not make you better at data. Some knowledge of marketing is very important to understand customer data but a lot of marketers are not very numerate – it’s a big challenge for the future.”
You can watch the full interview at www.mrs.org.uk/dataskills.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments