Put simply, analytics are critical for marketing success, at least according to business-to-business (B2B) marketing execs polled worldwide by Regalix. The February 2015 study surveyed more than 300 senior marketing executives and business leaders around the world and found that 86% of respondents viewed marketing analytics as being very important to marketing success.
Similarly, in September 2014 research by Salesforce Marketing Cloud and LinkedIn, 82% of US senior-level B2Bs said marketing analytics were absolutely critical or very important—the highest response rate out of technologies studied.
Regalix found that 84% of B2Bs were investing in marketing analytics. What did they look for when determining which tools to spend on? Demand was high for a cross-channel view of results, at 82% of respondents. Predictive and prescriptive analytics came in second place, cited by nearly seven in 10 B2Bs, while dashboards rounded out the top three. Read the rest at eMarketer.