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.
The leading reason why companies don’t invest more money in digital marketing is a generally restricted budget for all types of marketing.
Some 62% of brand and agency representatives around the world are satisfied with how well their current marketing technology is meeting their expectations.
Contact data was the most important for marketing success, followed by sales and demographic data.
42% of businesses are unfamiliar with big data analytics.
14% of companies reported that they did not tie web analytics to their overall business strategy.