The majority of organisations now recognise the importance of data as a driver of commercial strategy.

As Econsultancy’s 2019 Digital Trends report states: “data analytics is no longer a preserve of pioneers, or those at the ‘bleeding edge.” Rather, it is a perceived priority, with the majority of organisations citing ‘data-driven marketing that focuses on the individual’ as the single most exciting opportunity of 2019.

Despite this widespread recognition, however, there are still significant barriers to unlocking data; skills (or a lack thereof) remains one of the biggest. According to Econsultancy’s ‘Skills of the Modern Marketer’ report, 13% or less of respondents rate themselves an ‘expert’ in strategy, data and measurement, and brand management.