What’s New & What’s Next in Marketing Analytics
89% of marketers say improving the ability to measure and analyze marketing impact is a top priority, according to a recent survey from Demand Gen Report.
As with many other areas in marketing, the fast-paced level of innovation within marketing analytics is an exciting but complicated opportunity.
With the development of increasingly sophisticated attribution models and tools, we now have the ability to track the revenue generated by nearly every marketing activity, down to the individual dollar.
For marketers, this is simultaneously empowering and daunting. Being able to measure activities at such a detailed level requires purchasing and implementing new technology, while at the same time dealing with internal obstacles like properly resourcing your team and ensuring high data quality.
In their survey, Demand Gen Report asked respondents about the tools they’re planning to test and/or deploy this year. The results revealed that a majority of marketers are planning to invest in at least one new strategy or technology, such as ABM, multichannel lead nurturing, and content syndication.
These numbers show that most marketers still feel they have room for improvement – and a significant part of their plan for improving relies on testing out new tools.
The survey also looked into marketers’ ability to measure campaign attribution and influence. While a slight majority don’t currently measure, an impressive 46% said they actively measure campaign attribution and influence.
Of those who don’t measure attribution, nearly all of them plan to do so within the next 12 months, showing that it’s something on almost every marketer’s to-do list.
The research offers many more insights on the current state of attribution, reporting, and measurement. You can download the complete report here.
If you’re interested in hearing more about related topics, including predictive analytics, performance metrics, and marketing attribution, save your spot at the Marketing Intelligence & Analytics Summit, live online from April 4 – 6.