If it wasn't Facebook it's share price would plummet. Such is the power of Facebook that the man who controls the worlds largest advertising budgets can only call for more access to third party analytics. This also points the spotlight on one of the biggest growth trends in digital careers, the advance of data science and analytics. Roles that were once considered backroom jobs are now propelled front of stage as more clever people are required to make sense of the ever increasingly complex digital marketing world