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The Inbox Technical skills related to data analysis on the rise

In a marketing landscape where the search for Big Data rules supreme, technical skills related to data analysis are the most in-demand jobs by employers looking to fill marketing jobs. But according to Venngage's "Marketing Skills 2016" study, there are few candidates available with these abilities The report, based on an in-depth analysis of marketing job postings on The Muse board and analysis of 436,000 LinkedIn profiles, shows that the most in-demand skills by marketing

directors and hiring managers are data analysis, SEO, SQL, Google Analytics and HTML. Some 50 percent of entry-level and mid-level job postings included at least one of these as a desired skill, while 33 percent of high-level postings included at least one as a desired skill.

Other job skills sought by marketers include content marketing and content marketing acumen. In this case, less than 2 percent of marketers listed having these skill sets.

Customers want to know you get them.

They want to know that it's not just another email from another nameless, faceless brand out there.

It's from someone who gets me. – Brendan Witcher, principal analyst for Forrester Research, on why today's marketers must stop segmenting and start individualizing

EARLY RETURNS Study shows Millennials vote for direct mail

Millennials are all digital. Unless they aren't. According to the “Political Mail and Millennials” report by the U.S. Postal Service (USPS) and the American Association of Political Consultants (AAPC), Millennial voters love direct mail. The survey shows that at least 42 percent of Millennials prefer direct mail political ads over online ads, with 38 percent favoring both equally (20 percent prefer online ads). In addition, 66 percent are more likely to research a candidate after receiving a direct mail piece, with 54 percent prompted to visit the candidate’s website.

The USPS and Summit Research conducted the online survey nationally among 1,156 U.S. adults.

The percent of B2B marketers who say alignment across content, channels and teams is vital for a great customer experience, according to Kapost's "B2B Customer Experience Benchmark Report 2016." In addition, 81 percent say they will be investing more in content, the survey found. The report surveyed 316 B2B and B2C marketers across the country.

Book Rec

The Third Wave: An Entrepreneur's Vision of the Future

By Steve Case

Steve Case helped make the internet part of our everyday lives. As one of America’s most accomplished entrepreneurs, the cofounder of America Online (AOL) continues to create roadmaps for how to succeed in a world of rapidly changing technology.

His latest endeavor is the New York Times bestseller, The Third Wave: An Entrepreneur's Vision of the Future, which pays homage to the work of futurist Alvin Toffler, from whom Case has borrowed the title, and whose work inspired him as a young man. Case goes behind the scenes of some of the most consequential and riveting business decisions of our time, while offering intriguing insights from decades of working as an entrepreneur, investor and philanthropist.

The Third Wave argues that we are entering the Third Wave: a period in which entrepreneurs will vastly transform major “real world” sectors like health, education, transportation, energy and food, and in the process change the way we live our daily lives.

Part memoir, part manifesto and part playbook for the future, the book shows how today's newly emerging technology companies will have to rethink their relationships with customers, competitors and governments.

It's the kind of book that will show you how to make winning business decisions and strategies in the changing digital age.