Data and analytics is the most significant skills gap in marketing departments, according to Marketing Week’s 2023 Career and Salary Survey.

This may not come as too much of a surprise, given the increasingly important role data is playing in allowing brands to get closer to their target customers.

More than a third (34.4%) of the 3,000-plus respondents taking part in this year’s survey identify it as an area businesses are looking to improve.

For B2B marketers, the figure drops 29.6%, while for B2C marketers, it’s 34.6%. For businesses with a mix of B2B and B2C, it jumps to 39.6%.

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