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Survey Reveals the Face of the New Marketer

Research by Coremetrics shows online marketing becoming more science than art; highlights emerging shortage in analytics and search engine optimization skills

San Mateo, Calif.—August 22, 2006—A new survey has identified that marketing organizations are struggling to acquire the new skills necessary to their roles today. The study, entitled 'The Face of the New Marketer', reveals that skills in analysis, measurement and search engine optimization are becoming more important than traditional marketing competencies, such as branding and product promotion. However, the findings showed the majority of marketers feel they need to improve their abilities in these newer fields; that hiring staff with this expertise is a major challenge; and that traditional education methods are not adequately geared to address the growing shortage of marketers versed in digital marketing techniques.

"This study found that analytics and search engine marketing are being prioritized because they can reap enormous return and have a direct impact on an organization's online, and even offline, revenues," said John Squire, vice president, product strategy and general manager, marketing services at Coremetrics, a provider of on-demand web analytics and precision marketing solutions , which conducted the survey. "But, as the marketing role becomes much more scientific, many marketers are finding that they are not equipped with the skills and best practice knowledge needed to tackle today's challenges. A divide is opening up between those organizations that have the resources and expertise to optimize their online marketing and those that haven't, with the former gaining the competitive edge. Marketers that acquire such skills are becoming the new heroes in their organizations."

The survey of 120 senior marketing professionals in the US and UK was conducted in June 2006. Coremetrics asked marketers which skills they needed to perform their job, which had become the most important over the past two years and which they most needed to acquire or improve.

The findings included the following:

Analytics and measurement skills are becoming critical:

Search Engine Marketing (SEM) skills are also becoming more vital to the marketer's role:

But many marketers feel they lack the skills personally or within their organization to handle their evolving role:

To help marketers address the growing need for SEM and analytical capabilities, Coremetrics has developed a White Paper entitled "Preparing Your Organization to Successfully Measure Your Web Site", which outlines how they can effectively work across an organization to successfully drive a data-driven approach to marketing.

For a copy of the White Paper, please click here.

The company also offers a Webinar series and dedicated analysts to help organizations get the most from their online marketing initiatives.

For a copy of 'The Face of the New Marketer' research results, please email: coremetricspr@lewispr.com.

About Coremetrics
Coremetrics is the leading provider of on-demand web analytics and precision marketing solutions, offering the industry's only web analytics platform that captures and stores all customer and visitor clickstream activity to build LIVE (Lifetime Individual Visitor Experience) Profiles. Representing the single most accurate and comprehensive source of online customer data, LIVE Profiles serve as the foundation for all successful digital marketing initiatives. Coremetrics services more than 600 brands and has delivered over $300 million in documented ROI in the past two years. Coremetrics is also the integrated web analytics solution for IBM WebSphere Commerce, delivering a best-of-breed multichannel business analytics solution. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners and is headquartered in San Mateo, California. To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy.

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