Data analysts are skilled at uncovering insights, but these aren’t always actionable. Let me share a story from my experience to illustrate the difference. I used to our performance marketing team by analyzing SEM ROAS. I checked WoW and YoY trends, breaking down the data by keyword intent (high/mid/low). I also compared the results against…

With many companies providing employees access to tools like ChatGPT Plus, tasks such as data analysis, strategy brainstorming, and statistical reviews are now just a few clicks away. AI appears to be a cost-effective, high-performing employee. Will marketing data analysts become obsolete? Not quite. Despite AI’s capabilities, there are three critical areas where it falls…

The debate over whether marketing is an art or a science is a perennial one. From my experience, the answer depends on who you ask. Speak to an analytics professional, and they’ll argue it’s a science, grounded in data and rigor. Converse with non-technical stakeholders, such as marketers or C-level executives, and they’ll often describe…