Digital Transformation Skills Guide: Clark Boyd of ClickZ has recently released a report illustrating that 64% of senior-level marketers say their role has changed considerably in the last 5 years, with only 35% ensured that there is a plan in place to help them develop the skills they need. With as many as 72% of employees dissatisfied with the digital training they receive, we’re bringing you representatives from the companies most committed to staying ahead of the curve when it comes to equipping marketers with the technological skills they need to thrive. This presentation dives into the key findings from the digital transformation skills guide.

1. The Digital Transformation
Skills Guide

2. The skills guide
● Surveyed over 600 marketers.
● 32 questions.
● 55% of respondents at VP level or
above.
● 50% brand; 42% agency; 8% tech
providers.
● 38% based in North America; 33%
Europe; 23% Asia.
● Due for release next week.

3. Digital Competency Ratings

4. People are
bullish about
their own
digital skills,
but are less
confident in
their
colleagues.

5. Which Skills Matter Most?

6. Data analysis is seen as the most important skill today.

7. AI, strategy, and data analysis all predicted to grow in
importance.

8. Web management, social, PPC, and copywriting expected
to decrease slightly in importance within 5 years.

9. Are Employees Receiving The
Right Training?

10. Just 35% have a plan to deliver the skills they need.

11. 62% receive 5 or fewer days of digital training per year.

12. Budget and approval are the main obstacles.

13. How Can Businesses Bridge
This Gap?

14. Fluid Intelligence
Crystallised
Intelligence
● Speed of processing new information
or identifying relationships between
stimuli.
● Enables a person to adapt to new
situations quickly.
● Mainly inherited and decreases with
age.
● Highly important, but hard to teach in
a training session.
● Can be increased by learning data
skills and problem-solving through
inductive reasoning.
● Using knowledge of facts and
advanced language skills to solve new
problems.
● Accumulated over time; directly
linked to experience.
● Mainly gained through education and
increases with age.
● Can be taught through training
sessions.
● Businesses can create training
roadmaps to increase the crystallised
knowledge of their staff.

15. Areas to focus on

16. How to deliver this training

17. Thanks!
@ClarkBoyd