Despite all the focus on analytics, fewer than one-third of projects use available or requested marketing analytics, and that figure hasn’t changed in some time. That’s according to the latest installment of the CMO Survey [pdf] from Duke University’s Fuqua School of Business, which also finds the reported contribution of marketing analytics to firm performance to be flat, and few companies to be formally evaluating the quality of their analytics.
Results from the survey, which is conducted twice a year among CMOs in the US, indicate that only 32.3% of projects use available or requested marketing analytics. While that’s up from 29% a year ago, it’s down from 35% the year before; in other words, there doesn’t appear to be any clear trend towards increasing use of analytics. Read the rest at MarketingCharts.