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IN THE NEWS: The State of Marketing Analytics (via VB)

Claude Harrington 09.03.2015

Earlier this week, VentureBeat Insight released a comprehensive report by in-house researcher Jon Cifuentes entitled The State of Marketing Analytics: Insight in the Age of the Customer. The report covers many things, but ultimately aims to make sense of the voluminous (but disparate) aggregation of marketing data. “While cloud-based platforms have accelerated the availability and access of marketing data,” explains the summary of this document, “it hasn’t made the marketer’s job any easier. It’s just the opposite.”

VB’s report is comprised of a survey of over 1,000 marketing analytics professionals, as well as a review of hundreds of vendor-driven best practices documents, 3rd party research, case studies and dozens of interviews. As a result, the report aims to address issues like the following:

  • the primary objective for marketing analytics
  • customer insights, feedback and value analysis
  • conversion and optimization
  • ad effectiveness
  • machine learning/predictive analytics
  • identify top vendors for various use cases
  • investigate the areas where vendors are meeting expectations (or lagging)
  • an overview of the massively complex marketing data ecosystem

Here are a couple of interesting highlights:

1) In response to the question “Does your company formally evaluate your marketing analytics for quality and accuracy?” the survey of marketers yielded the following:

image 1

2) And here was the response to a question about how marketers’ allocated their time between analyzing the past, present and future:

image 2

According to VentureBeat, here’s who the report is for:


  • Brand Marketers
  • Customer Intelligence Analysts
  • Media Managers
  • Growth Marketers
  • Mobile Marketers
  • Campaign Managers
  • Marketing Data Managers and Analysts

Vendors (in the following categories):

  • Brand Marketing
  • Audience Insights
  • Ad Effectiveness
  • Conversion Rate Optimization
  • Mobile Analytics
  • E-commerce Providers
  • Web and Mobile Analytics
  • Cross-platform/attribution Partners
  • Customer Experience and Service Vendors
  • Search Engine Marketing Partners
  • Marketing Data Agencies

The full report is available to purchase here.

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