6 Dec 2018
The report grouped 33 skills into these five categories, and revealed the industry was facing a skills gap in 27 of them.
According to the report, data-related skills have an average skills gap of 13% and require the greatest attention and investment. Management skills are also facing a 10% gap.
With a skills gap of 25%, artificial intelligence (AI) and machine learning have the biggest shortfall. Over the past four years, the number of roles in AI has increased by 485%. There are now twice as many jobs requiring AI and machine learning skills as there are applicants with these skills.
The research also revealed that just over half (51%) of marketers have had training in top priority skills. Despite training being worth the investment, over a third (38%) of those questioned had no training in the last 12 months in any of the 33 skills. For respondents in their current role for five years or more, this figure increases to 47%.
52% of marketers who had participated in training stated that it led to recognition, while 28% said they received a promotion as a result.
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52 %of marketers who had participated in training stated that it led to recognition, while 28% said they received a promotion as a result.