While marketing executives recognize the importance of data analytics, the area will lag in dollars spent in the coming years, based on September 2014 polling by Gartner and The CMO Club. Among US CMOs polled, 40% ranked analytics as one of the top increased management expectations over the past year—the second-highest response, behind customer experience.
However, analytics came in second-to-last place when CMOs were asked about the marketing areas where they planned to invest in the coming years, cited by 32% and trailing digital commerce, customer experience and mobile. Marketing technology—which goes hand in hand with analytics—took last place (31%). Read the rest at eMarketer.