Research suggests low data science skills present a barrier to better customer relationships

Our new research, which explores the maturity of data-driven marketing in 2017, reveals that a significant data science skills gap is preventing businesses from delivering a personalised customer experience and accurately calculating ROI.
Despite nine in 10 marketers (92%) agreeing that data management is a key priority for their business, two-fifths of marketers (40%) believe a lack of data and analytical skills is preventing them from delivering effective customer relationship management (CRM)