Organizations devote the largest share of their budget, 16%, to marketing analytics. Despite these investments, organizations still have variable marketing maturity, evidenced by responses to Gartner’s 2019 Marketing Maturity Assessment. Furthermore, analytics has remained a top-ranked marketing capability since 2016, highlighting the criticality of data. Marketing analytics is a core-enabling capability, which is at the heart of delivering optimized experiences. Unfortunately, analytics was also noted as a critical gap impacting marketers’ customer acquisition and loyalty results.
Driving the use of tools, methodologies and the development of analytics skills ensures your budget is a wise investment — and that you can demonstrate a return on it.