What do marketing analysts do?


With the steady march of digital marketing, a number of new marketing roles have emerged. For the uninitiated, this can cause some confusion, so here is our rundown on the main functions of a marketing analyst. Monitoring and evaluating customer acquisition initiatives – The first area for marketing analysts, as you might expect, is to keep […]

The CMO as an orchestra conductor

CMO as orchestra conductor

Orchestral conductors seldom play an instrument in the orchestra that they are conducting. There are a few rare cases—Daniel Barenboim conducting from the piano springs to mind—but by and large, they are the exception. That doesn’t mean that conductors are unable to play an instrument well. Most, if not all, conductors are very competent instrumentalists […]

The social media skills gap


In October, Hootsuite announced the launch of its social media skills academy. This will provide online training programmes and formal qualifications, recognised and supported by academic institutions. This builds on research last year that suggested that 20% of marketers in the Asia-Pacific region, and 15% worldwide, were “not very confident” in their digital skills. The […]

What flight safety demonstrations can teach us about digital engagement leadership


Customers’ preference to research before contacting prospective suppliers means it is helpful to have subject matter experts publish their views and be discoverable. Most subject matter experts are part of R&D, strategy, pre-sales or implementation consulting. Their often demanding primary roles means sharing views is an extra task. Energy and momentum from their supporting teams […]