Advancing Analytics

How Insight Fuels the Marketing Engine

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Marketers today are challenged with how to effectively aggregate data sources that must collect both structured and unstructured data, in addition to identifying those streams of data that are actually critical to improving engagements and experiences with customers. And while there is no shortage of data, the key is to have a view into those points of intelligence that can most impact each step of the customer experience.

According to our recently released “State of Marketing 2012”report, 43 percent of senior marketers plan on enhancing their existing marketing teams with new talent to manage marketing data and customer analytics. Marketers are also advancing their personal understanding of customer intelligence and marketing analytics as a key route to furthering their leadership and professional development. “Advancing Analytics: How Insight Fuels the Marketing Engine” illustrates in greater detail the steps that marketers are taking to gain maximum value from this critical source of customer information.


Facts & Stats

39% say their own company’s data is collected too infrequently or not real-time enough. DataAlchemy

21% are using financial metrics for "little" or "none" of their marketing budget. Print in the Mix

The global market for business intelligence (BI) software and services will reach $143 billion within four years, according to new analyst research. Information Age

According to IBM's Smarter Analytics forum, “7 out of every 10 CEOs are making significant investments in their organizations' ability to draw meaningful customer insights from available data”. PC Quest

While most companies are able to target their high-value customers (a more longstanding goal), 28% still do not know which high-value customers to focus their marketing on. BRITE/NYAMA

The global market for business intelligence (BI) software and services will reach $143 billion within four years, according to new analyst research. Information Age

On average only 11% of the decisions marketers make when it comes to consumers is based on data. Forbes

Of the $57 billion, $30 billion) comes from business intelligence services, a further $10.5 billion from BI platforms/analytics and $10.5 billion from data warehousing. Enterprise Apps Today

Two in five marketers (39%) admit that they cannot turn their data into actionable insight. DataAlchemy

Marketers today are still much less likely to collect new forms of digital data like customer mobile device data (19% collect it), and social media data (35% collect it), than they are to collect traditional customer survey data on demographics (74%) and usage (60%). Print in the Mix

Over 50% of the marketers surveyed said they rely on past experienced and/or their intuition to make decisions. Forbes

Among those surveyed, lack of time and resources is the biggest obstacle to measuring marketing (40%), followed by inadequate tools to track leads through the sales cycle (29%). MarketingProfs

Spending on marketing analytics is expected to increase 60% by 2015. DataAlchemy

58% of respondents said they lacked the skills and technology to perform analytics on marketing data, and more than 70% said they aren't able to leverage the value of customer data. SmartData Collective

7% are spending most or their entire marketing budget with "no metrics" at all. Print in the Mix

While 75% of CMOs use customer analytics to mine data, only 26% are tracking blogs, only 42% are tracking third-party reviews and only 48% are tracking consumer reviews. DataAlchemy

According to Unica's State of Marketing in 2011 report, 57% of marketers cited "measurement, analysis, and learning" as the biggest bottleneck they face within their organizations. HubSpot

\While the BI market was worth $57 billion at the end of 2010, it will surge to $81 billion by 2014 and as high as $136 billion by 2020. Enterprise Apps Today

The CMO Survey found companies expect to increase the marketing analytics portion of their marketing budgets by 60% from 5.7% to 9.1% in the next three years. Forbes

31% of respondents said that they believe simply measuring the audience you have reached is "marketing ROI". Print in the Mix

According to market research firm IDC, the business analytics market is set to grow to $50.7 billion by 2016. PC Quest

According to Gartner, the business intelligence market (including data warehouses and CRM analytics) is growing nine percent per year. Enterprise Apps Today

36% report that they have “lots of customer data,” but “don’t know what to do with it.” DataAlchemy

51% say that a lack of sharing customer data within their own organization is a barrier to effectively measuring their marketing ROI. Eleventy Marketing Group

While 51% of marketers said they market using mobile ads (in-app, or text messaging) and 85% have social network accounts (brand accounts on Facebook, Twitter, Google+, and Foursquare), only 14% are tying social network ads to financial metrics, and only 17% of those using mobile ads are tying them to financial metrics. By contrast, 41% of email marketers measure their results with financial metrics. Print in the Mix

More than 70% of CMOs feel they are underprepared to manage the explosion of data and “lack true insight.” DataAlchemy

Nearly half (45%) are not using data to personalize their marketing communications. BRITE/NYAMA

While the BI market was worth $57 billion at the end of 2010, it will surge to $81 billion by 2014 and as high as $136 billion by 2020. Enterprise Apps Today

Gartner analyst Rita Sallam estimates that today about 30 percent of users deal with analytics, but said that number will rise to about 50 percent by 2014 and 75 percent by 2020. Enterprise Apps Today

64% report that they do not have enough employees who have the skill set to track and analyze marketing data. TrendSlide

The global market for business intelligence (BI) software services will roughly double over the next four years, from $76 billion in 2012 to $143 billion in 2016, according to new research from market watcher Pringle & Company. Information Age

Some 75% of enterprise decision makers polled in a recent survey believe that leveraging data will help their companies dramatically improve their business, yet more than half feel they currently lack the tools to mine true customer insights from the data generated by digital and offline efforts. SmartData Collective

57% are not basing their marketing budgets on any ROI analysis. Print in the Mix

Fully eight in ten (80%) say they are spending more time and resources on critical marketing metrics in 2012, according to a survey from Pardot. MarketingProfs

The global market for business intelligence (BI) software services will roughly double over the next four years, from $76 billion in 2012 to $143 billion in 2016, according to new research from market watcher Pringle & Company. Information Age

More than 350 “enterprise decision makers” in management, marketing, communications, digital, IT and social media were surveyed, and 75 percent of them said that data will help them improve their businesses. TechCrunch

91% of senior corporate marketers believe that successful brands use customer data to drive marketing decisions. DataAlchemy

42% of marketers report that they are not able to link data at the level of an individual customer. BRITE/NYAMA

The researchers found that marketers' desire to be data-driven is not yet matched by a consistent effort to collect the data necessary to make these real-time decisions -- 29% report that their marketing departments have "too little or no customer/consumer data." Print in the Mix

Forrester study found that 59% of interactive marketers surveyed wanted a “better system for measuring and analyzing the performance of programs that encompass multiple channels. DataAlchemy

28% are basing marketing budgets on gut instincts. Print in the Mix

In a list of what they rely on to make decisions, marketers listed data dead last after engaging with their co-workers, seeking expert advice and data last on their list. Forbes

37% of the respondents claimed that they used brand awareness as a universal metric to make marketing decisions. BRITE/NYAMA



Studies & White Papers


March 2013 - New Research Shows 80% of Marketers Have Marketing Analytics… and Why This Sucks! - Business 2 Community

February 2013 - Mobility and Real-Time Dashboards Will Make Business Intelligence More Pervasive in 2013 - Forbes

February 2013 - BI and analytics not yet deployed in HR, marketing and social - TechCentral

February 2013 - Analytics boost social marketing efforts - ComputerWorld

February 2013 - Digital Marketing Analytics: What SMBs Need to Know - Business 2 Community

February 2013 - 46% of marketers 'occasionally' gain insight from company analytics data - BizReport

February 2013 - Gartner: Business Intelligence and Analytics are Fastest Growing Software Market - Cloud Times

February 2013 - What Marketing Analytics Can Teach Us - Spend Matters

February 2013 - 3 Common Mistakes Marketers Make With Their Analytics - Marketing Land

February 2013 - Real-time social analytics help brands create responsive marketing initiatives - Grafton

February 2013 - 2 Ways Business Intelligence Dashboards Bring Business Success - Business 2 Community

February 2013 - How SMBs Can Benefit From Business Intelligence - IT News Africa

February 2013 - Gartner: Business Intelligence Market Grows, Data as a Service Upcoming Trend - CMSWire

February 2013 - Big data pumps up business intelligence spend - ZDNet

February 2013 - BI Software Sales, Data as a Service to Grow in 2013 - MSPmentor

February 2013 - Mobile, BI and cloud drive increased IT spending - ITWorld

February 2013 - BI, Big Data Highest IT Spend Priorities For 60% CIOs - BizTech 2

February 2013 - Business intelligence as the corporate crystal ball - Times of Malta

February 2013 - Make business intelligence "invisible", Gartner advises - Information Age

February 2013 - 4 Essential Ways to Use Marketing Analytics - Business 2 Community

January 2013 - After Flat Year, BI Goes on the Move - Information Management

January 2013 - Rethinking BI: Why Analytics are the Fabric of the Future - Wired

January 2013 - Mobile Business Intelligence: Here At Last? - Information Week

January 2013 - New Support for Marketing Analytics - Strategy + Business

January 2013 - 7 Top Business Intelligence Trends For 2013 - Information Week

January 2013 - Ovum Study: The Market for Mobile Business Intelligence is Maturing - Cloud Times

January 2013 - Searching for Measures of Business Intelligence Performance - Information Management

January 2013 - New Trends in BI, Analytics and Social Media - SmartData Collective

January 2013 - BI, analytics need to scale up to support data explosion - CIOL

January 2013 - Five business intelligence trends for 2013 - Technology Spector

January 2013 - Business intelligence market to double in four years – research - Information Age

January 2013 - Best Practices for Business Intelligence - Supply & Demand Chain Executive

January 2013 - Real Time BI is Right Time BI - Datamation

January 2013 - Is Intelligent Forecasting Part Of Your 2013 Strategy? - Forbes

January 2013 - Real-time analytics brings BI data directly into business operations - Search Business Analytics

January 2013 - Gamification in Social Marketing – The Power of Analytics - Business 2 Community

December 2012 - Forrester Updates Business Intelligence Predictions for New Year - CMS Wire

December 2012 - The art of analytics - ComputerWorld UK

December 2012 - Big Data and Advanced Analytics: Success Stories From the Front Lines - Forbes

December 2012 - The ABCs of Analytics - Strategy+Business

December 2012 - Data analytics driving marketing campaigns: Visa - MoneyControl

November 2012 - Where are big data and BI heading in 2013? - ComputerWorld

November 2012 - Marketing analytics ups Fortune 1000 return on assets 8 percent, says operations research study -

November 2012 - Analytics: one size does not fit all - ITWeb

November 2012 - The Importance of Marketing Analytics - SEOMoz

November 2012 - Turning Big Data into Valuable Analytics -

November 2012 - Applying Big Data to Impact Consumer Brand Loyalty - iMedia Connection

November 2012 - Applying Data Analytics to Customer Interactions - DestinationCRM

November 2012 - Big Data Analytics: Where's The ROI? - Information Week

November 2012 - Big Data – Distinguishing Between Hype and Reality - InfoQ

November 2012 - Big Boom in Big Data Analytics: Are We There Yet? - BeyeNetwork

November 2012 - Actionable Analytics: What's The Buzz Behind Big Figures? - PC Quest

November 2012 - The 5 most common analytics mistakes - iMedia Connection

November 2012 - The Formula for Analytics Success: Data Knowledge - SmartData Collective

November 2012 - Solutions as a Service: Leveraging the Power of Advanced Analytics - Wired

October 2012 - Six Tips for Creating an Analytics-Driven Marketing Culture - MarketingProfs

October 2012 - How Big Data Transforms Marketing’s Impact on Sales Growth - Business 2 Community

October 2012 - Marketers Continue To Struggle With Big Data - Forbes

October 2012 - 7 Insights Into How Business Leaders View Marketing Data and ROI - Eleventy Marketing Group

August 2012 - The Future of Digital Analytics, 'Big Data' and Marketing - SmartData Collective

August 2012 - Marketing ROI and Big Data - EHTC

August 2012 - Business Intelligence (BI) Trends Go Beyond Analytics - Forbes

July 2012 - Big Data Is The Future Of Marketing - Business Insider

May 2012 - Using Marketing Analytics: I Do, Therefore, I Think - Forbes

May 2012 - 8 Rules For Effective Marketing Analytics - Prophet

May 2012 - Marketing Analytics: Focus On The Data To Answer Questions - V2 Integrated Marketing Blog

May 2012 - 5 Ways To Close The Marketing Loop With Big Data -

May 2012 - Marketing Analytics: What Gets Evaluated, Gets Used - Forbes

April 2012 - Gartner Taps Predictive Analytics as Next Big Business Intelligence Trend - Enterprise Apps Today

April 2012 - Top six BI trends for 2012 - CIO

March 2012 - Why You Need Marketing Analytics, Not Web Analytics - HubSpot

March 2012 - Study: Enterprises Want More Marketing Data, But They Don’t Know What To Do With It - TechCrunch

March 2012 - 5 Business Analytics Tech Trends and How to Exploit Them -

March 2012 - Study: Marketers Struggle with Data, Measurement and ROI - Print in the Mix

March 2012 - The Importance of Marketing Analytics - IncreaseRSS

March 2012 - Marketing Automation, Analytics Big B2B Trends for 2012 - Content Marketing Institute

January 2012 - How Customer-Centric Analytics Will Change the Future of Marketing - HubSpot

December 2011 - Marketing Analytics: The Value of ‘Getting to Know’ Your Data - Sigma Marketing Group

November 2011 - Get Your Marketing Analytics Game On - MediaPost

October 2011 - Moneyball For Marketing: Why Analytics Are Critical For A Win -

October 2011 - Infographic: Future of Marketing Analytics - TrendSlide

September 2011 - 5 Questions Advanced Marketing Analytics Can Answer - Kuno Creative

June 2011 - Analyze This: More than Ever, Math Drives Marketing Decisions - Deliver Magazine

June 2011 - Analyze This: Marketers Must Focus on Analytics to Increase Their Value - MarketingProfs

May 2011 - Marketing Analytics for Successful Organizations - Marketo

March 2011 - Marketing Analytics Deep Dive: Bounce Rates and Why They Matter - Marketo

March 2011 - Marketing Analytics: Here's What the CMO Wants - CMSWire

February 2011 - 5 new things marketers should know about analytics - iMedia Connection

October 2010 - Refine ROI with Actionable Marketing Analytics - SlideShare

October 2010 - Future Success Depends on Analytics and Integration - Forbes

May 2010 - Predicting the future with marketing analytics - BtoB Online

May 2010 - CMOs Speak Out On Metrics and Marketing Analytics -

March 2010 - 7 Game-Changing Trends Driven By Marketing Analytics - Sigma Marketing Group



Program Themes

  • Big Data
  • Analytics