Commentary

Wanted: Business Intelligence Talent

In a Metrics panel discussing quantitative research, Rick Bruner, VP, management at Marketing Evolution, likened the online research business to the proverbial "blind men describing an elephant" because it's so broad and constantly changing. But he pointed business intelligence as one of the most in-demand skills right now. That is, figuring out the right questions to ask to guide research and how to compare consumer data coming from social media versus behavioral targeting or other digital marketing approaches. "Trying to synthesize all this is one of the most necessary skills but one in least supply," he said.
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