How Automation Is Changing The Marketer’s Role
There’s never been more pressure for marketers to know the ins and outs of every part of the marketing process–from analyzing metrics to coming up with Cannes Lions-winning creative ideas. As the amount of available data keeps expanding, the natural assumption is that discerning ROI will be easier. But in the process, the actual practice of marketing can get lost in the noise.
According to an IAB survey 52.4 percent of marketers said that general audience analytics consume the bulk of their time and 73.7 percent said “better reporting, measurement and attribution” will consume their future time. Actually creating content and optimizing consumer experiences was way down on the list, with just 21.4 percent of marketers saying these tasks claimed the most time.