Top Challenges To Measuring Marketing's Business Contributions, April 2014 [CHART]

Fully 40% of respondents said that applying formal processes to gathering, handling and analyzing, and reporting data was a top challenge to measuring the business contribution of marketing, and issues with access to the right data as well as using data and analytics to actually link marketing’s impact to business results were each cited by 39% of respondents.

Research released in January 2014 by Infogroup Targeting Solutions indicated that marketers planned to take steps to face these hurdles this year. When asked about the change in importance of data initiatives for 2014, 73% of US marketers said that data analysis would be more of a priority in 2014—the top response—and 66% said the same for data collection. Read the rest at eMarketer.