In our Modern Marketing Model (M3), ‘Data & Measurement’ is arguably the only completely new element introduced compared to previous models like the 4Ps. As it is new it is the least well understood and scoped. 

Whilst there is a lot of talk about ‘data’, big or otherwise, GDPR-compliant or otherwise, it can be hard to understand what exactly is meant by ‘data’. And, for the marketing function, it is unclear what remit, roles and responsibilities around ‘data’ can be expected of it.

Therefore, I have made an initial attempt to further break down marketing-related competencies to do with ‘data’ that I think we need to be addressing.

As you can see in the table below, I have defined seven domains, each with a brief list of related activities, and then a further two columns with thoughts on the business functions likely to be involved in each domain and the job titles associated with each.

I’m publishing this now to get feedback. What do you think? Anything missing? All input welcome, just contribute your thoughts below.

(Click to enlarge)

data competencies m3