B
Evidence Grade B
Graded
not independently verified
Safe to Cite
Current
83%
83% -- share rating data literacy and storytelling as more important for marketing practitioners (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
83%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
1,412
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
American Marketing Association
Primary
Tier A
https://martech.org/here-are-the-marketing-skills-ai-is-making-more-valuable/ ↗
Source Article
Here are the marketing skills AI is making more valuable
As AI takes on more execution, there is more need for marketers who bring judgment, strategy and the skills to direct the technology.
The post Here are the marketing skills AI is making more valuable appeared first on MarTech.
Original Research
American Marketing Association
· Original study ↗
Methodology
AMA survey; data literacy and storytelling ranked eighth
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2026 (current) | 83% | |
| 2026 (current) | 83% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing practitioners: 83% share rating data literacy and storytelling as more important. Source: American Marketing Association (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/data-literacy-skill-importance
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<blockquote cite="https://lighthousedata.io/data/data-literacy-skill-importance" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>83%</strong> -- share rating data literacy and storytelling as more important for marketing practitioners<br><small>Source: American Marketing Association (2026) · <a href="https://lighthousedata.io/data/data-literacy-skill-importance" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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