Marketing will never be the same.
There was a time when desktop computing skills (remember that phrase?) moved from optional to required. Then, employees had to understand the Web. Now, no organization can afford to hire people in their marketing department who don't understand social networking and mobile engagement. My prediction is that every new hire for any professional position will one day have to demonstrate a proficiency in social and digital media.
Analytics, when spoken, is a word that can divide a room of people. It will intrigue some and send others mentally and emotionally somewhere else believing that it is "someone else's" responsibility or simply unethical and irresponsible.
Yet every person interested in engaging others in meaningful conversations should pay attention to analytics. Every communicator wants to make the most of the opportunities he or she is presented with. But too often our game plan is based on a whim, grounded in the success of others, and left to intuition. As is often said, "Hope is not a strategy."