The vast majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%), but more advanced technologies such as predictive analytics and social analytics will require more attention, per a recent report from Regalix.
Asked which of various tools and technologies will require more attention this year, the largest proportion (65%) of respondents pointed to predictive analytics. In fact, a recent report from Econsultancy and RedEye found that despite increased accessibility of predictive analytics, there’s plenty of room for growth.
Beyond predictive analytics, social analytics (50%) and web analysis (50%) are also ripe for increased focus, per the survey’s respondents. It’s worth noting that senior B2B marketers want to pay more attention to web analysis even though it’s already the most commonly used analytics tool today. That suggests that respondents might feel that they’re only scratching the surface with regards to the insights they can derive from web analytics. Read the rest at MarketingCharts.com.