As I think of all of the reasons I have to be thankful this year, one is the continued focus on marketing analytics and the value it can provide across industries:
1. Spend on marketing analytics is expected to increase. Currently analytics represents 6.7% of marketing budgets but it will rise to 11.1% over the next three years according to this CMO survey
2. Analysts are in demand. In a list of the hottest skills on LinkedIn, the top was statistical analysis and data mining
2. Analytics add value by increasing company profits. According to a McKinsey study, “a one-unit change in the use of marketing analytics … yields a 0.39 percent increase in profits”
I am very thankful that what I love to do is valued and in demand.