A regional comparison of the skills sought by employers for entry-level marketing analytics professionals
Abstract
This paper is Part 1 of a two-part project. This paper focuses on a cross-region comparison of the demand and employer requirements in job ads posted on LinkedIn for entry-level marketing analytics professionals. This paper comprehensively reviews the skills employers seek when hiring entry-level marketing analytics professionals in three geographic regions. The authors begin by providing a brief history and evolution of the growth in demand for analytics professionals. The authors then discuss the growth in demand for marketing analytics professionals. Next, the authors present the general skills and abilities desired by employers, followed by the evolution and challenges of hiring analytics professionals. The authors present evidence of the growth in marketing analytics worldwide and how it has become a global phenomenon. Using job postings scraped from LinkedIn, this study extends previous research by focusing only on entry-level marketing analytics professionals' skills, knowledge and abilities in the US, the UK and the EU. Content analysis of position descriptions and job requirements was used to determine the similarities and differences within the four broad skillset categories (hard skills, soft skills, software and credentials) in the three geographic areas. The authors present findings across the three regions, clearly identifying where distinct differences were identified in job postings by employers seeking entry-level marketing analytics professionals. The authors then offer an assessment of the challenges to organisations in recruiting employees with the skills desired. Finally, the authors provide emerging and creative methods for recruiting analytics talent in a very complex and dynamically changing environment. Part 2 of this research project will focus on a cross-region comparison of demand and employer requirements in job ads posted on LinkedIn for entry-level analytics professionals, specifically the phrases data scientist, data analytics, business analytics, marketing analytics and digital analytics. The authors will examine the similarities and differences in employer expectations by region.
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Author's Biography
Angela D’Auria Stanton , PhD, is a professor of marketing at Radford University, where she teaches undergraduate courses in marketing research and marketing analytics and graduate courses in the foundations of data analytics and advanced data visualisation. Angela began her career as an IT professional with the US Navy, Advanced Technology and Information Technology Solutions (where she also served as Vice President). As a marketing research and analytics consultant, she served as Vice President of Stanton & Associates and President of The Strategy Group. Angela holds a BBA in Information Systems, an MBA and a PhD in business with a major in marketing and an emphasis in international marketing and cross-cultural research methodology from Old Dominion University.
Wilbur W. Stanton , PhD, is a professor of marketing at Radford University, where he teaches undergraduate courses in consumer behaviour and advertising and graduate courses in predictive analytics and data mining. His research and consulting focus on ad testing, consumer behaviour insights, A / B testing, competitive analysis, business intelligence, market segmentation, product / brand development and marketing research. Wil applies advanced predictive analytics and data mining techniques using SAS and SAS Enterprise Miner, SPSS and SPSS Molder, and R to bring about positive and innovative solutions to business problems and the optimisation of business decisions. He holds a PhD in decision science with an emphasis in applied statistics and strategic decision making, a masters in decisions science, an MBA and a BBA in marketing from Georgia State University.
Citation
D’Auria Stanton, Angela and Stanton, Wilbur W. (2023, January 1). A regional comparison of the skills sought by employers for entry-level marketing analytics professionals. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 3. https://doi.org/10.69554/PFKE6356.
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