Measuring Skills

Key Insights
We ran capability scans on 1518 marketing and data professionals to measure their ambitions, strengths, weaknesses and skills gaps. Here is what the scans told us.
Download the Report
Measuring Skills:
The Capability Scan
Our proprietary capability scans are based around 6 categories of questions, or capabilities, with each category asking the respondent to rank their response on a scale of   0 - 4 (low to high agreement).

These then assess the ambition of the respondent for that category, to self-assess their current level of attainment of that skill set, and then finally we evaluate their actual level of attainment for that skill set.
Marketing Population in Europe
1269 marketing professionals from a range of industries and role seniority completed our marketing capability scan.    

We asked questions around core capabilities relating to:
Marketing Analytics
Capabilities for Customer psychographics & behaviour,
audience definition, data outcomes, define next steps from data.
Growth & Customer Mindset
Capabilities for Customer journeys, customer centricity, growth mindset & innovation.
Marketing Processes & Experimentation
Capabilities for Content strategy, own creatives, landing pages & media buying, customer targeting and experimentation.
Team Effectiveness
Capabilities for Goal-setting, learning together & helping each other, conflict management and learning from mistakes.
Media & Communications
Capabilities for Integrated communication, programmatic positioning, inventory verification and media attribution.
Data-Driven Working
Capabilities for data storytelling, visualisation, strategies & processes, data-driven mindset and data leadership.

We asked questions based on these three key metrics

Ambition
We asked what the highest capability ambitions are for them and their team
Self-Assessment
We asked marketers to estimate their team’s current capability level
Actual Score
The average score calculated from the in-depth questions @ A & B
Data Population in Europe
The results for the data population. 242 data professionals from a range of industries and role seniority completed our data capability scan.     

We asked questions around core capabilities relating to:

Data strategies & processes
Capabilities for data and business KPI’s, data sourcing, data strategy and guidelines, data acquisition strategy
Growth & Customer Mindset
Capabilities for Customer journeys, customer centricity, growth mindset & innovation.
Data Analytics  & Machine Learning
Capabilities for simulations, regression analysis, experimental & observational data for business propositions, clustering, segmentation & machine learning pilots
Team Effectiveness
Capabilities for Goal-setting, learning together & helping each other, conflict management and learning from mistakes.
Business Impact
Capabilities for simulations, regression analysis, experimental & observational data for business propositions, clustering, segmentation & machine learning pilots.
Data-Driven Working
Capabilities for data storytelling, visualisation, strategies & processes, data-driven mindset and data leadership.

We asked questions based on these three key metrics

Ambition
We asked what the highest capability ambitions are for them and their team
Self-Assessment
We asked respondents to estimate their team’s current capability level
Actual Score
The average score calculated from the in-depth questions @ A & B

Want to know your team's capability baselines?

This lite version of our capability analysis software is designed to help you understand your teams growth capability gaps. It takes around 15-20mins.
Take the Scan!