Executive Summary
A key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketing analytics can help marketers measure their contribution to the organizations they serve.
In April 2013, Demand Metric conducted a benchmarking study, with 622 respondents, to examine how marketing analytics is being adopted, adding value, and becoming integrated into overall marketing strategy.
A survey was used to collect data, and its analysis provides these key findings:
World leaders: North American organizations lead the world in meaningful marketing analytics initiatives
Size matters: large organizations are having more marketing analytics success than SMBs.
Money talks: those who are allocating greater portions of marketing budgets are getting more from their analytics initiatives.
Keeping it in the family: analytics data is largely staying inside the marketing department.
Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinion of the credibility of marketing analytics data than do members of the marketing organization.
Table of Contents
Research Methodology
State of Marketing Analytics
Attitude Toward Marketing Analytics
Biggest Challenges
Use of Marketing Analytics Data
Budget Allocation
Impact of Marketing Analytics
Influence on Decision Making
Credibility of Data & Insights
Chief Analyst Bottom Line
Acknowledgements
About Demand Metric Benchmarking
Research Methodology
The Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17th through May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
2. EXECUTIVE SUMMARY
A key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketing
analytics can help marketers measure their contribution to the organizations they serve.
In April 2013, Demand Metric conducted a benchmarking study to examine how marketing analytics is being
adopted, adding value, and becoming integrated into overall marketing strategy.
A survey was used to collect data, and its analysis provides these key findings:
World leaders: North American organizations lead the world in meaningful marketing analytics initiatives
Size matters: large organizations are having more marketing analytics success than SMBs.
Money talks: those who are allocating greater portions of marketing budgets are getting more from their
analytics initiatives.
Keeping it in the family: analytics data is largely staying inside the marketing department.
Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinion
of the credibility of marketing analytics data than do members of the marketing organization.
This report details the results and insights from the analysis of the study data.
Benchmarking Report
3. Benchmarking Report
1)Research Methodology
2)State of Marketing Analytics
3)Attitudes
4)Biggest Challenges
5)Use of Marketing Analytics Data
6)Budget Allocation
7)Impact of Marketing Analytics
8)Influence on Decision Making
9)Credibility of Data & Insights
10) Chief Analyst Bottom Line
11) Acknowledgements
12) About Demand Metric
TABLE OF CONTENTS
4. RESEARCH METHODOLOGY
The Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17th
through May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and
participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying
information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the
results and draw statistically significant conclusions.
Benchmarking Report
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5. RESEARCH METHODOLOGY
Benchmarking Report
The information collected about the survey respondents is summarized here:
Type of Marketing Organization:
B2B: 74%
B2C: 26%
Geographic Location:
North America: 72%
Europe: 11%
Rest of World: 17%
Size of Organization (# employees):
Small (1 to 100): 53%
Medium (101 – 1000): 30%
Large (1000+): 17%
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Job Titles:
6. STATE OF MARKETING ANALYTICS
Benchmarking Report
The first question considered in this study asks: “What statement best describes the state of marketing
analytics in your organization?” Respondents were allowed to choose one response:
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This question reveals that:
29% of respondents are doing nothing or
are searching for a way to start.
32% of respondents are experimenting to
find the best set of analytics, but those
analytics are not yet influencing the
organization’s behavior or actions.
39% of respondents report they are
tracking meaningful analytics.
7. STATE OF MARKETING ANALYTICS
Benchmarking Report
A deeper analysis of the responses to this question yielded some additional insights about the state of
marketing analytics. The response options to this question represented a scale, where 1 equals avoidance and
5 equals meaningful and visible results.
Using this scale to calculate the mean revealed two statistically significant gaps:
Geographic: North American organizations are in the lead when it comes to the state of marketing analytics.
These organizations had a mean response on this scale of 3.33, compared to 3.07 for Europe and the rest of
the world.
Company size: Large companies report greater progress in this area with a mean score of 3.46, compared to
small companies whose mean was 3.17.
The data reveals more insight on the state of marketing analytics based on company size: 33 percent of small
companies are either avoiding marketing analytics, or are searching for the best way to start. This compares to
26 percent for medium-sized organizations and only 19 percent for large companies.
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