Who is the modern marketer?
Regardless of the role in marketing, the expectations related to data and analytics need to be consistent. While there will always be more advanced analytical and technical positions, there is a new baseline for all marketers. The skill set includes a knowledge of data management principles and analytical strategies, and an understanding of the role of data quality, the importance of data governance, and the value of data in marketing disciplines. Today’s marketer needs to go well beyond reporting and metrics, and be more proficient in a full range of analytics, which may include optimization, text, sentiment, scoring, modeling, visualization, forecasting, and attribution.
Marketers need to have experience with the technology, tools, and design approaches that leverage data and analytics. Campaign design, multi-channel integration, content performance, personalization, and digital marketing can all be driven by fact-based decision-making, ideally with direct accountability to results and the ability to very quickly react and adjust to the demands of the customer and the market. The marketers I am referring to have a distinct blend of creativity and reasoning talents; they are inquisitive, inventive, and enthused by a culture that is advanced and agile.

Great article that really describes what marketers are becoming. I believe this change in what a marketer is has been happening for quite a few years now. A a marketer It is so important to understand the tools, data and how to analyze the data.