As marketers increase data collection efforts, analytics are helping them make sense of the information collected to determine the success of their campaigns. According to an October 2014 study by Forbes Insights in association with Turn, 55% of US marketing executives employed analytics to measure all or most of their marketing campaign returns, compared with just 4% who never did this.
Marketers were most likely to use data analytics for online media advertising, cited by two-thirds. Offline personalization matters, too, and respondents also employed analytics in the physical world: 46% said they did so for traditional media ads, and 41% for direct mail campaigns. More than one-third employed analytics for telemarketing (35%) and coupons, rebates and special offers (34%), while 27% did so for PR or media outreach.
The reliance on data analytics is only going to get bigger in the coming years. More than seven in 10 marketing execs expected to increase their reliance on data analytics for decision-making over the next three years. Just 2% planned to lean on analytics less, and 14% wouldn’t change anything. Read the rest at eMarketer.