Marketing analytics are only influencing 53% of decisions

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 that achieving marketing data integration goals will lead to greater influence and increased value of...

26 September 2022 | Big Data

Combatting the data and analytics skill gap in the marketing industry 

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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 retain talent in marketing roles. 

As a business’ martech stack grows, so does the demand for highly-skilled marketers to...

11 March 2022 | Big Data

CMOs lack data capabilities needed to hit growth targets

A dart board.

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 data and analytics are crucial to growing their business. 

However, execs admitted they weren’t sure what good data and...

24 January 2022 | Big Data

34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

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 number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

15 November 2021 | Big Data

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

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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. Nearly two thirds (62%) of CEOs also feel that too much marketing budget is wasted on activities that don’t deliver...

2 June 2021 | Web Analytics

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

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 crown, ending its 13-year unbroken stay at the top and moving it down to third, behind Google. As of 2019, Apple and Google remain one and two, with...

24 August 2020 | Automation