An up-and-coming marketer recently asked me, "Which skill or tool should any marketer work to strengthen themselves on? What will be the crucial capability set for the marketer in 2021 to differentiate and grow an organization?" While it may be tempting to think about growth through nascent platforms like TikTok and their competitive clones, the most important skill for the modern marketer is a deep, operational expertise in marketing analytics infrastructure. When Is The Rig