Gartner surveyed marketing leaders and analytics practitioners across America and Europe between June and July 2020.
The survey found that not only of marketers were dissatisfied by the analytics results, but only 54% of marketing decisions were also influenced by it. Though CMOs are putting a spotlight on marketing analytics, almost half of the marketers are unable to measure ROI yielded from it.
Poor quality data, in-actionable results, the lack of clear recommendations are among the reason that has contributed to marketer's cynicism about analytics. While data science and campaign analysis's need to cover the most ground to regain the confidence of marketers, they have shifted investments towards web, mobile and customer analytics.
However, 73% of marketers are planning to increase investments in analytics from the next fiscal year. Additionally, more marketing decisions are expected to be based on analytics by 2022.
[3 minute read]