The marketing automation skillset = Data Science + Creativity
While many tools in the market don’t require in-depth technical skills, the ability to work with data is an essential requirement for today’s marketing team
Automation isn’t just the realm of data scientists, but relies on a combination of art and science, a skillset that enables marketers to slice and dice the data, but also understand its business impact.
The other needed skill is creativity, an ability to imagine beyond what can be seen or visible.
We can let the machines run, aim for efficiency, test everything, and optimize, but we still need to inject new messaging, new creative, and different calls to action into our campaigns.
That’s something we cannot outsource to the machine. It’s observed that it’s not typically one person that contains both skills, but rather, it’s the responsibility of a team or squad.
A list of skills for the future published by The World Economic Forum includes
- Analytical Thinking Innovation
- Complex Problem Solving