# Marketing Analysts Evolve Into Strategic Advisors > Source: > Published: 2026-06-15 22:49:38.642345+00:00 # Marketing Analysts Evolve Into Strategic Advisors Per CMSWire, sessions at the **Marketing Analytics Summit** in its **25th year** argued that **AI has reinvigorated analytics**, while **poor data quality** remains the chief obstacle to converting insights into action. CMSWire reports practitioners described growing pressure for analysts to move beyond dashboard delivery and serve as advisors, particularly as AI automates routine reporting tasks. The coverage highlights communication and influence as recurring operational challenges raised at the summit. ### What happened Per CMSWire, discussions at the **Marketing Analytics Summit**, in its **25th year**, stressed that **AI has reinvigorated analytics** but that **poor data quality** is the primary barrier to turning insights into action. CMSWire reports attendees described increasing pressure on marketing analysts to go beyond dashboard delivery and act as advisors, as AI takes over routine reporting tasks. ### Editorial analysis - technical context Industry-pattern observations: AI-driven automation commonly shifts analyst time from routine aggregation toward interpretation, model oversight, and experiment design. In comparable transitions, teams often find gaps in feature consistency and monitoring, which degrade model outputs and downstream decision reliability. ### Industry context Industry observers note that when analysts take advisory roles, the value chain extends into cross-functional influence, experiment governance, and ROI attribution. This trend raises demand for stronger data engineering, clearer metrics contracts between marketing and IT, and skills in causal inference and stakeholder communication. ### What to watch Indicators an organization is making this shift include revised KPIs for analysis work, uptake of data quality and MLOps tooling, explicit experiment governance processes, and formal reskilling programs for analysts. ## Scoring Rationale The shift toward advisory roles for analysts is notable for marketing and analytics practitioners because it affects tooling, skills, and governance. The story is relevant but sector-specific, so it scores as a notable industry development rather than a frontier breakthrough. Practice with real Ad Tech data 90 SQL & Python problems · 15 industry datasets [Active Search Campaigns by BudgetEasy](/problems/sql/active-search-campaigns-by-budget) [High CPC Clicks & Poor Landing PagesMedium](/problems/sql/high-cpc-clicks-poor-landing-page) [Campaign ROAS by Attribution ModelHard](/problems/sql/campaign-roas-by-attribution-model) 250 free problems · No credit card [See all Ad Tech problems](/problems/datasets/adtech)