A quick quote from the story shows the importance of Analytics both on the brand and agency side :< /h5>
The report surveyed 747 executives from amongst the Fortune 500 companies, on the state of play with regard to digital marketing skills and training.

…Large brands seem to prefer analytics and mobile marketing as they most coveted digital marketing skills. As mobile technologies are set to be very important to the advertising will in 2014, it is no surprise that 50% of those surveyed, identified mobile as an important skill, but only 29% believed their talent is better a stronger than competing teams. Digital agencies on the other hand identified their most coveted digital marketing skills as mobile, analytics, and marketing automation.

And this is no surprise. Analytics is a meta-layer for marketing, PR product development and really any digital profession. I personally do not see how anyone can most effectively do their job without solid analysis skills.

Source : www.thefuturebuzz.com