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Svoboda | Graniru | BBC Russia | Golosameriki | Facebook
SlideShare a Scribd company logo
The Digital Transformation
Skills Guide
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.
Digital Competency Ratings
People are
bullish about
their own
digital skills,
but are less
confident in
their
colleagues.
Which Skills Matter Most?
Data analysis is seen as the most important skill today.
AI, strategy, and data analysis all predicted to grow in
importance.
Web management, social, PPC, and copywriting expected
to decrease slightly in importance within 5 years.
Are Employees Receiving The
Right Training?
Just 35% have a plan to deliver the skills they need.
62% receive 5 or fewer days of digital training per year.
Budget and approval are the main obstacles.
How Can Businesses Bridge
This Gap?
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.
Areas to focus on
How to deliver this training
Thanks!
@ClarkBoyd

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