Good morning Marketer, and happy Tuesday!
In our Forecast 2021 poll (which we’ll be sharing the results of later this week), one surprising result sticks out among the rest: 11% of respondents said the focus of the majority of their personnel spending would be towards data scientists and analytics personnel.
We broke down that statistic with one of the survey’s respondents: Adidas Marketing Analytics Assistant manager Dimos Papadopoulos.
When asked why data analytics seem to be more valued now than even four months ago, Papadopoulos explained that “the pandemic brought an overall shift to eCommerce channels as well as increased traffic and time spent in an already congested space: media. In order to properly evaluate the performance, success and strategy of those activities, data analytics and advanced analytical methods need to be in place.”
Read the full interview with Papadopoulos here, where he discusses the importance of data and analytics to Adidas, along with some of the trends around this rapidly growing demand.
Taylor Peterson,
Deputy Editor
