Chief marketing officers assigning an analyst to the task of sifting through the department's metrics should be looking for someone who can proficiently "absorb, visualize and articulate large amounts of data and complex concepts," then apply good business judgment, Jon Miller writes for Marketo's B2B Sales and Marketing blog.
Getting the right person for the job is only half the battle though. There must be a cultural shift in the organization that embraces analytics. Creating a culture of analytics means turning away from soft metrics and intuition, and toward cold, hard data, but leaning the bias toward insight instead of the data itself.
Learn more at Marketo/B2B Sales and Marketing blog.