{ "docId": "019dd923-5de0-76bd-a16a-f610c00e660e", "docSlug": "b1d85e81f9e2b87a", "documentTitle": "2022 Global Marketing Trends", "authorId": "Deloitte", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 28, "pageCount": 68, "prevPage": 27, "nextPage": 29, "slideType": "industry_trends", "function": "analyze_data", "density": "overcrowded", "nDataPoints": 10, "notes": "The slide highlights a shift in marketing skill requirements, supported by survey data and a quote from an industry expert.", "elementsJson": [ "headline_text", "paragraph", "bar_chart_grouped", "footnote" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a16a-f610c00e660e/28", "deckHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e", "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e#slide-28", "components": [ { "bbox": null, "kind": "callout", "text": "Analytical expertise edged out creative skills in almost every industry, with the exception of the consumer industry—something that would be almost unheard of 10 years ago.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-0a67-75d1-8498-905acbc2dad8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.385, "w": 0.624, "x": 0.348, "y": 0.158 }, "kind": "chart", "text": "Chief marketing officers who identified analytical and creative expertise as top skills", "attrs": null, "subkind": "bar-grouped", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a4fd360d-841d-4788-84c7-a6df61def223", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Percentage of CMOs identifying skill as top priority: 34%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd952-0a67-75d1-8498-9b4c95e93be4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.095, "w": 0.315, "x": 0.027, "y": 0.496 }, "kind": "paragraph", "text": "But make no mistake, this isn't a one-to-one swap of creative skills for analytical and technical skills. Instead, it's about convening data scientists, strategists, programmers, and creatives together to make the whole greater than the sum of its parts—which isn't always the easiest or most straightforward endeavor.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "05703d53-a7c9-4e3e-95b5-02003322904c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.235, "w": 0.315, "x": 0.027, "y": 0.251 }, "kind": "paragraph", "text": "Meghan Nameth, senior vice president of marketing at Loblaw Companies Limited, Canada's leading food and pharmacy retailer, explains why these more analytical skill sets are rising in importance: \"Our sources of creativity and our paradigms around where creative thinking comes from are shifting. Some of the most creative people I've ever worked with are data scientists. That might be surprising given I've worked with some amazing agencies and creative partners. But part of what really great data scientists do is they make lateral connections between what looks like disparate points of information.\"¹", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2bed9331-7129-4f01-b3ce-6633cd7c8388", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.135, "w": 0.315, "x": 0.027, "y": 0.101 }, "kind": "paragraph", "text": "In this more data-intensive environment, we already see marketers gravitating toward hiring more analytical skills. When we surveyed 556 global chief marketing officers (CMOs) and asked them to identify the top skills of their highest performers, analytical expertise edged out creative skills in almost every industry, with the exception of the consumer industry—something that would be almost unheard of 10 years ago (figure 1).", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ed8fd659-fe6f-45d3-8108-62dd335f734c", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "Our sources of creativity and our paradigms around where creative thinking comes from are shifting. Some of the most creative people I've ever worked with are data scientists. - Meghan Nameth, Loblaw Companies Limited", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd952-0a67-75d1-8498-949fc63b5137", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.011, "w": 0.275, "x": 0.348, "y": 0.635 }, "kind": "source-note", "text": "Source: Deloitte Global Marketing Trends Executive Survey, April 2021.", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "17546289-b4b5-4650-8c49-ecbb255f4fef", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.016, "w": 0.624, "x": 0.348, "y": 0.128 }, "kind": "title", "text": "Chief marketing officers often identify analytical expertise as a more important skill than creative expertise", "attrs": null, "subkind": "action-title", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b0ef31d1-965a-4384-8d3d-c91576cc24b8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.016, "w": 0.235, "x": 0.027, "y": 0.031 }, "kind": "title", "text": "Building the intelligent creative engine", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "08ce8f7e-fd87-4116-b31b-90b88f9ed4a5", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "629a7c26-3219-4533-b50e-321db55b645e", "evidence": "Meghan Nameth, senior vice president of marketing at Loblaw Companies Limited, Canada's leading food and pharmacy retailer, explains why these more analytical skill sets are rising in importance", "confidence": 0.7 }, { "name": "Data Story Arc", "slug": "data-story-arc", "agent": "Storyteller", "layer": "slide", "matchId": "6af77ba6-b37d-427f-bd5c-0d53c2e1d3e7", "evidence": "In this more data-intensive environment, we already see marketers gravitating toward hiring more analytical skills", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 68, "from": 21, "beatId": "843d269d-7163-4e7b-8fc7-e9561adc9994", "arcName": "Monroe's Motivated Sequence", "arcSlug": "monroes-sequence", "beatName": "Action", "beatSlug": "monroes-sequence-action", "evidence": "The report concludes with calls to action and recommendations.", "position": 3, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }