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Data Science is the Latest In-Demand Skill Set For Marketing

Data Science is the Latest In-Demand Skill Set For Marketing

Zach Brooke

colorful bundle of fiberoptic cables

The era of Big Data was a long time in the making, but there’s little doubt its impact has already been felt. Could the future of marketing jobs come down to a science?

Seen any postings for good marketing jobs lately?

If so, you might have noticed an interesting trend in the requirement listings. More companies are turning to marketers who are not just conversant with digital tools, but specifically Big Data—people who can drink from the fire hose of information to pin down actionable results of customer-facing decisions, but also tease out competitive advantages through a better understanding of targeted segments. In other words, they are looking for data scientists

It’s no secret that data science is having a moment. The Harvard Business Review called it “the sexiest job of the 21st century.” Wired suggests data science is a more lucrative career track than medicine. And heavyweight industry analysts Gartner and McKinsey put out research reports within a year of one another that project a shortfall of between 100,000 and 190,000 data science jobs by the end of the decade.


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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.