Die Rolle von Digital Skills im datengetriebenen Marketing: Eine qualitative Untersuchung.

Abstract

Digitalization is fundamentally changing marketing. Customers increasingly expect personalized and data-based communication. Data has become the strategic core of modern marketing management, enabling personalization, real-time automation, and informed decisions. For years, science and practice have emphasized the relevance of data-driven marketing, but the skills required of marketers have only been addressed in a fragmented manner. However, companies face a variety of challenges. Legal requirements such as the GDPR, ensuring data quality, overcoming internal data silos, and the so-called skills gap between technological progress and the digital and analytical skills of employees present hurdles for companies. The skills gap is particularly emphasized, as a lack of skills severely limits the benefits of modern systems. Against this backdrop, there has been a lack of skills severely limits the benefits of modern systems. Against this backdrop, there has been a lack of systematic analysis of the specific digital skills that marketers need in data-driven marketing. To close the research gap, the aim of this thesis is to provide a practical and well-founded list of digital skills for marketers working in data-driven marketing. First, a detailed literature review was conducted to identify key terms, classifications, potentials, and challenges. Subsequently, relevant digital skills were identified and consolidated from practical digital skills frameworks to create a basis for further development of the topic. Qualitative interviews were conducted with eight experts to validate the digital skills previously identified from the frameworks, identify any new skills that had not yet been considered, and map marketing practices. The findings were compared with existing literature on data-driven marketing to identify similarities and differences. This ensured the plausibility of the identified digital skills. The result of this work is therefore a discussion of the findings on relevant digital skills in data-driven marketing, potential future skills that will be relevant to future data-driven marketing, and development opportunities for digital skills and future skills that both companies and marketers can draw on for marketing practice.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Dietmar Nedbal (Supervisor)