All the talk about advances in marketing data analytics makes it seem like marketers today can access answers to any question at a keystroke. Reality, unfortunately, is more complicated. Although 16% of marketing budgets go toward marketing data analytics, it is often difficult to get fast answers to tactical questions. Analysis takes time and having the data, but even when data exists, it isn’t always accessible or organized to answer common questions.
“Even as marketing leaders continue to invest in marketing analytics they still don’t use them for most of their decisions, because their analytics don’t answer all the questions they have and the analysis can’t be done fast enough,” says Jason McNellis, Senior Director Analyst, Gartner. “Hacks offer quick, approximate answers to difficult questions without large investments of time and money.”