Illustration representing data science in marketing

Understanding how to analyze and apply data insights is no longer optional for marketing professionals. Every digital marketer needs at least a working knowledge of how to use data, and demand is continually growing for those who are especially skilled in data science.


In LinkedIn's B2B Marketing Benchmark report, 52% of B2B marketing leaders cited Marketing Technology/Data Analytics Mastery as one of the most important skills for their marketing teams. It pays to start developing these skills right now.

Illustration depicting: 52% say Marketing technology / data analytics mastery will be one of the most important future skills for their marketing teams. 43% say storytelling / ability to develop creative that connects with target audience will be one of the most important future skills for their marketing teams. Looking ahead: Marketing Technology and Storytelling stand out as key future skills for marketing teams to develop, according to B2B marketing leaders.

Explore topics:

What is a data scientist?

Professional headshot of Martin Waxman

Martin Waxman
Digital and Social Media Strategist, LinkedIn Learning Instructor

A curiosity about data science, and a willingness to pursue that curiosity, can help marketing teams open new strategic doors.

  • Advancing digital transformation: With the proliferation of digital channels and platforms, marketing has become more data-centric. Marketers now have access to vast amounts of data from websites, social media, email campaigns, and more. Data science is essential for making sense of this data and deriving insights.
  • Embracing a true customer-centric approach: Data science allows marketers to better understand their customers. By analyzing data on customer behavior, preferences, and demographics, they can create more personalized and targeted marketing campaigns. 
  • Benefitting from predictive analytics: Data-savvy marketers use predictive analytics to forecast future trends, customer behavior, and market conditions. This helps them make informed decisions about where to allocate resources and how to adjust marketing strategies.
  • Evolving ROI measurement: Marketers are under increasing pressure to demonstrate the return on investment (ROI) for their activities. Data science provides the tools and techniques to measure and analyze the impact of marketing campaigns.
  • Mastering A/B testing and experimentation: This practice, which involves testing different strategies, messages, and creative elements to identify what works best, is most effective when fueled by data expertise.
  • Enabling real-time decision-making: In the digital age, marketing decisions need to be made quickly. Data science allows marketers to access real-time data and insights, enabling them to adjust strategies and tactics on the fly.
  • Customer journey mapping: Data science can help marketers understand the entire customer journey, from awareness to conversion and beyond. This knowledge helps in creating a seamless and consistent customer experience across different touchpoints.
  • Finding new cost efficiencies: Marketing is an endless game of analysis and optimization. Teams with data-centric cultures are better able to target the right audiences and optimize marketing spend.
Professional headshot of Barton Poulson

Barton Poulson 
LinkedIn Learning Author