What skill set makes for a great modern marketer? It depends on who you ask, which is part of the problem – there isn’t always a clear consensus. 

Marketing Week’s Career & Salary Survey revealed data and analytics to be the biggest skills gap in marketing teams. More than a third (36.9%) of the over 3,000 brand-side marketers surveyed pointed to a lack of data and analytics skills within the marketing function as an area of concern for their business.

Marketers current set of skills “have to be vastly upgraded,” Raja Rajamannar, chief marketing and communications officer at Mastercard, tells Marketing Week.