About 8 in 10 US CMOs expect their companies to increase the use of predictive analytics and big data tools this year, with more than one-quarter expecting their use to increase by at least 25%. That’s according to survey data provided by Korn Ferry that supports recent research showing that senior management is pushing for a more data-driven, analytical culture at their organizations. The Korn Ferry survey also looks at the most effective applications for analytics thus far.
Given a choice of 4 options regarding the most effective application for analytics, CMOs were most likely to cite the measurement of business outcomes of creative programs (39.1%), while about one-third reported that their most effective application has been leveraging consumer data to support intuitive hypothesis (33.5%). Read the rest at MarketingCharts.