Digital Marketing Skills Gap Assessment

What the Digital Marketing assessment covers

You answer yes or no to short statements about what you have actually done. Each statement belongs to one of 9 skill areas, and each area is weighted by how often employers ask for it, so the score reflects what jobs need.

Skill areas

• Paid media platforms. Google Ads and Facebook Ads most often, then paid search, programmatic, LinkedIn Campaign Manager and Search Ads 360.
• Measurement, analytics and attribution. Campaign performance analysis and data analysis most often, then GA4, attribution, CAC, LTV and ROAS, and reporting.
• SQL and data access. SQL mentioned in 4 of 10 manager postings and by specialists who pull their own data from warehouses like Snowflake or BigQuery; BI tools also named.
• Testing and experimentation. A/B testing most often, then incrementality, geo-lift, marketing mix modeling and structured experimentation programs.
• Email and lifecycle marketing. Email marketing and lifecycle marketing most often, then HubSpot, Klaviyo, automation flows, nurture campaigns, retention and winback.
• Content, writing and social. Content marketing, writing and storytelling, then social media, thought leadership, content strategy and basic design and video.
• Campaign planning and execution. Campaign planning, management and execution with strong attention to detail, QA and running several projects at once.
• Collaboration, stakeholders and partners. Cross-functional collaboration most often, then stakeholder management, agency and vendor management, communication and project coordination.
• Product marketing, positioning and go-to-market. Product marketing, sales enablement, positioning, competitive intelligence and go-to-market strategy, mainly in B2B SaaS manager roles.