analytics Archives - Marketing Tech News

Marketing analytics are only influencing 53% of decisions

Duncan MacRae — Mon, 26 Sep 2022 09:08:31 +0000

Marketing analytics are responsible for influencing just over half (53%) of marketing decisions, according to a survey by Gartner. In May and June 2022, Gartner surveyed 377 users of marketing analytics to explore the role of marketing analytics in decision making. Joseph Enever, senior director analyst in the Gartner Marketing practice, said: “CMOs often believe... Read more »

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Combatting the data and analytics skill gap in the marketing industry

Andy Rice — Fri, 11 Mar 2022 14:56:05 +0000

Research shows that almost half of businesses are recruiting for data and analytics roles, yet 46% of businesses have struggled to fill these roles over the last two years. As marketing evolves, these skills are increasingly important for the industry. With this unprecedented growth in job vacancies, marketers must adopt new strategies to attract and... Read more »

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CMOs lack data capabilities needed to hit growth targets

Duncan MacRae — Mon, 24 Jan 2022 07:13:00 +0000

UK C-suite and CMO executives agree that data and analytics are vital to business growth yet lack the capabilities required to achieve their targets. This is according to a Realise UNLIMITED study, which surveyed more than 80 C-suite execs with annual sales of at least £30 million, and found over four-fifths of respondents (81.5%) agree... Read more »

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34% of CMOs do not trust their marketing data

Duncan MacRae — Mon, 15 Nov 2021 12:35:15 +0000

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. Almost a third of marketers don’t trust the data they are given to inform campaigns. A... Read more »

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65% of UK CEOs think marketers focus on analytics too much

Duncan MacRae — Wed, 02 Jun 2021 08:10:00 +0000

CEOs are beginning to question the analytics used by marketers to target campaigns, and instead want what they feel is a clearer link to business goals. Research from behavioral targeting platform Bango, in which more than 200 CEOs were quizzed, found that 55% consider digital marketing metrics “meaningless” if they aren’t directly associated with sales.... Read more »

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Why R&D is ‘the wind beneath marketing’s wings’ at Coca-Cola: AI, analytics, and more

James Bourne — Mon, 24 Aug 2020 10:26:07 +0000

Session Even if you are one of the biggest and most recognisable brands in the world, it never pays to stand still. Coca-Cola is a particular case in point. For years, the soft drinks behemoth regularly topped the charts as the world’s most valuable brand. Yet in 2013, according to Interbrand’s rankings, Apple took Coca-Cola’s... Read more »

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