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The Era of Data-Driven Marketing

Econsultancy Achieve Digital Excellence THE ERA OF DATA DRIVEN MARKETING The Measurement and Analytics Report, published by Econsultancy in partnership with Lynchpin, is based on a survey of almost 1,000 digital marketers and analysts. ANALYTICS DRIVE INSIGHT 50 60 70 92% "Analytics drive actionable recommendations that make a difference to organisations" 40% 40% say analytics 'definitely' drive actionable recommendations, up from 29% last year. ANALYTICS DRIVE BUSINESS GROWTH Most important growth/profit-related requirements for analytics Improving marketing ROI Acquiring new Optimising conversion rates customers 55% 43% 42% ANALYTICS BRING US CLOSER TO THE CUSTOMER Most important requirements for analytics relating to understanding the customer 43% 56% Identifying patterns of content engagement and campaign response 53% Tracking behaviour across devices and channels Personalisation and targeting 49% 44% Identifying valuable clusters/segments of Evaluating the overall customer customers experience DATA-RELATED TOOLS BEING USED TO DELIVER INSIGHT 20% 40% 60% 80% 100% Web analytics 96% Excel 90% Social analytics 65% Mobile 52% analytics A/B or multivariate testing 51% Relational (SQL) database 49% Business 49% intelligence Tag management 43% Attribution 33% Campaign automation 33% Statistical 31% package Session 30% monitoring Data management platform (DMP) 13% NOSQL database 12% Demand-side platform (DSP) 10% THE HUMAN TOUCH A focus on human interpretation of data was evident in this year's survey with companies increasing their analytics headcount and budgets. 11111 28% More than five dedicated data analysts 28% of client-side respondents say they have more than five dedicated data analysts, double the share from 2013. Over the next 12 months, 46% of companies plan on increasing their analytics budget for internal staff. The importance of the human touch is driving these changes. It's the insight from the data that is valuable and so investment in staff is critical. But finding skilled analysts isn't always easy. In what areas are the biggest skills gaps? 47% 40% 37% 36% Using digital analytics tools Using business intelligence Statistical Conversion rate modelling optimisation Information courtesy of Econsultancy and Lynchpin [email protected] Tel. +44 207 269 1450 Econsultancy Achieve Digital Excellence Tel. +44 845 838 1136 Download the report at LYNCHPIN 30 90 100 10 20 30.

The Era of Data-Driven Marketing

shared by TimmyGriffin on Jul 30
Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology.


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