Analytics Disconnect Research

Study Background

Since 2017, the ANA Educational Foundation (AEF) has annually conducted a qualitative study of key stakeholders: industry, academia, and talent, specifically undergraduate students and new hires. The purpose of the study is to diagnose the disconnects across all the stakeholders and propose solutions that have sufficient scale to bring all parties together.

Research Findings

The overarching finding of the report is that the marketing industry needs to work much more closely with academia if we are to create the new breed of data and analytics talent that will be so crucial to fueling our industry’s growth. The three disconnects preventing this from happening are:

  • Disconnect #1: Narrow student perception of marketing limits the candidate pool and the course scope to embed analytics fully into academic curriculum.
  • Disconnect #2: Significant friction in building research relationships between academia and industry hampers student ability to connect data and analytics to business outcomes.
  • Disconnect #3: The shortage of data and analytics skills is not just hard technical but both hard and soft skills layered with a business mindset.

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Data and Analytics Research info

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi