Everyone is talking about the marriage of Big Data and marketing these days. We are starting to see how the use of data can help target advertising, understand demographics, and ultimately increase a company’s ROI. But what we haven’t figured out is who is going to perform these data parsing-analytics-creative marketing juggling acts.

Jay Baer, president of Convince & Convert Media and Convince and Convert Consulting and NY Times best-selling author, said that traditional marketing and digital marketing — and the new technology needed to enable it — are on a collision course. He told Stu Miniman (@stu) and Jeff Frick (@JeffFrick), cohosts of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience that HR departments are going to be tasked with filling a nascent and still ill-defined role.

Baer said that this new role will require expertise in serious data science, analytics, and creativity on top of that.

“The skill sets required to do this, like day-to-day, in a company are not skill sets that a lot of marketing teams have,” he said. He went on to say that the idea of cross training marketers to be data scientists was a “dubious proposition.” He wondered, “Do they go invent some new job title that says, ‘OK, these are the people who make marketing clouds work?'”

He admitted he does not have all the answers, but said, “I think there’s a real opportunity for specialty agencies that can operate and strategize an actual marketing cloud.”

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by  SiliconANGLE