Digital Marketing Brands And Agencies Fail At Data And Analytics

Digital marketing organisations know data and analytics… Really?

Despite increased budget resources to digital marketing strategy, platforms and channels, actual skill levels to execute digital marketing programs do not exist outside of digital teams.

That’s the latest from Digital Chameleon‘s 2014 Digital IQ Index released yesterday, which conducted a digital skills assessment of participants in their online learning programs and has already generated a lot of interest within the industry.

With a total of 651 survey respondents (361 identifying as working in media, 131 in brand and 133 in agency), the survey reveals that the digital skills-gap often spoken of in digital marketing is real and still very much a problem for marketing organisations.

Across the three segments, 92% of respondents fell below the average of digital competency and were deemed incapable of making online advertising decisions.

Of even greater importance is the fact that 89% of brand and 96% of agencies are below the threshold of incompetency when it comes to data and analytics.

digital marketing brands and agencies are below competency when it comes to data and analytics

Data driven marketing agencies such as Datalicious are capable of filling gaps in marketing teams where data and analytics skills are missing.

B&T highlight four unique insights from the study:

  • digital knowledge still resides in specialist teams
  • the skills parity of brand, agency and media
  • growing strength in owned media categories, and
  • older and emergent sectors require additional focus

All segmentations of the study showed similar patterns of skills. There was a higher level of competency across owned media and earned media, only 57% and 67% of respondents falling below the threshold of competency in social media and content marketing respectively.

The assessment is made up of 32 questions and is accessed online as part of learning programs offered by Digital Chameleon. The questions asked this year attempted to understand familiarity with common concepts, processes and definitions used across basic digital marketing planning and execution. There were four major digital marketing disciplines covered in the assessment, including Online Advertising, Social Media, Content Marketing and Data & Analytics. The participants were asked eight questions for each discipline.

In 2015, a follow-up survey will look at actual increases in digital proficiency which will be conducted via a pre and post assessment method of testing.