It was around 10 pm on a Sunday evening in March. Elaine Herzberg was walking her bike across N. Mill Avenue in Tempe, AZ, when a Volvo XC90 SUV traveling 40 mph struck and killed her. Tragically, about 6,000 pedestrians a year become traffic fatalities. Herzberg’s death, however, was different. She was the first pedestrian killed by a self-driving car.

The TEKsystems report on the Top Digital Skills CMOs are looking for in 2018  has analytics top of the list.While measurement has long been a vital part of marketing, it hasn't always been part of the required PR resume. That's changing. In a recent post PR News stated:

"Data analytics and insights will be more valuable on your resume than "people skills" or great writing."