Coremetrics announced the release of "The Face of the New Marketer," which reveals that skills in analysis, measurement and search engine optimization are becoming more important than traditional marketing competencies.

For 73 percent of respondents, analytics and measurement have become more important over the past two years and these skills are now seen as more important than branding (23 percent feel this has grown in importance).

Coremetrics asked marketers which skills they needed to perform their job, which had become the most important over the past two years and which they most needed to acquire or improve.

"A divide is opening up between those organizations that have the resources and expertise to optimize their online marketing and those that haven't, with the former gaining the competitive edge. Marketers that acquire such skills are becoming the new heroes in their organizations," says John Squire, vice president, product strategy and general manager, marketing services at Coremetrics.