On average, client-side marketers from around the world (though primarily from Europe) estimate that 43% of the analytics data they collect is useful for driving decision-making, while agencies similarly estimate that 40% is useful, per a recent study from Econsultancy and Lynchpin. The survey finds substantial year-over-year increases in the percentage of marketers and agencies reporting that analytics drive actionable recommendations that make a difference. But what exactly are respondents looking to get out of analytics?
In-house marketers surveyed for the report were most likely to cite conversion rate optimization as a top-3 growth or profit-related requirement for analytics, with 55% doing so. That was clearly the top choice, ahead of acquiring new customers (43%), improving marketing ROI (42%) and improving customer retention/loyalty (39%). Read the rest at MarketingCharts.