Most projects fail to use available or requested marketing analytics, report American CMOs responding to the latest CMO Survey conducted by the Duke Fuqua School of Business. The study’s results indicate that on average, only 32.5% of projects use analytics – and that’s actually a slight improvement from the past couple of biannual studies, where usage has hovered around the 30% mark.
Consistent with the relatively low use of analytics, CMOs report a middling contribution for analytics to their companies’ performance. Asked to rate to what degree the use of marketing analytics contributes to their company’s performance, CMOs responded with an average rating of 3.7 on a 7-point scale (where 7 is highest). That was a slightly better result than in August 2013′s survey, likely corresponding with the slight uptick in the percentage of projects reported to make use of analytics. Still, more than twice as many CMOs said that marketing analytics doesn’t contribute at all to their company’s performance (a 1 on the 7-point scale) than said it contributes very highly (a 7). Read the rest at MarketingCharts.