Gartner Research

Marketing Data and Analytics Survey 2018: Messy Data and Mismatched Resources Undermine Marketing Teams


Marketing leaders have a tough time justifying increased data and analytics budgets, as returns aren't always immediate and the roadmap is long. Gartner's survey of more than 500 marketing analytics leaders highlights opportunities to reassess priorities and rebalance resources.

Published: 19 July 2018

ID: G00343762

Analyst(s): Lizzy Foo Kune Anna Maria Virzi

Table Of Contents

Survey Objective

Data Insights

  • Eighty-One Percent of Marketers Expect the Majority of Their Decisions Will Be Data-Driven by 2020; 76% Say That's Already the Case
  • Sixty-Six Percent of Organizations Still Rank Themselves at an Intermediate Level or Below in Our Data-Driven Marketing Maturity Model
  • Sixty-Nine Percent of Marketers Say the Marketing Analytics Team Is Viewed Favorably
  • The Most Common Approach to Structuring the Marketing Analytics Team Is a Centralized Model, Which Is Used by 27% of Respondents
  • Half of Respondents Share Their Marketing Analytics Budget With Other Departments or Have Budgets That Sit Outside Marketing
  • Marketing Analytics Teams Have an Average of 45 FTEs in 2018, Up From 22 FTEs Three Years Ago
  • Over 40% of Marketing Analytics Leaders Share Decision-Making Authority With Other Leaders Across Their Organization
  • A Majority of Marketing Analytics Leaders Say Integrating and Formatting Data Consumes Most of Their Team's Time
  • Expensive, Talented Resources Are Misaligned — Data Scientists Perform Basic Activities in More Than 45% of Marketing Organizations
  • More Than 50% of Marketing Analytics Leaders Have Limited Trust in Modeling Techniques They Employ
  • Demonstrating the Value of Analytics Is One of the Top Three Impediments to Success for 37% of Marketing Teams
  • Privacy Remains a Major Concern for 73% of Marketers
  • Methodology
  • Definitions

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