Fewer than one-third of projects used marketing analytics prior to a decision, down from 37% five years ago.
More than half of CFOs said analytics that help their businesses understand customer profitability are likely to receive backing in the next few years.
The presence of analytics skills on the marketing team is viewed as the most critical success factor for effective marketing over the next 2 years.
Marketers are using the attribution-informed insights from this algorithmic approach to develop more precise strategies for targeting and adjusting media spends.
The leading reason why companies don’t invest more money in digital marketing is a generally restricted budget for all types of marketing.
Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience.
Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy.
Marketers are ramping up their technology investments to better understand consumer needs and behaviors.
Bigger companies may have more capabilities than their small- and midsized counterparts, but those capabilities may just reveal how many challenges they truly face.
This infographic from BI Intelligence illustrates the state of the industry based on the publication’s most recent report.