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Gartner: How to build a best-in-class marketing analytics strategy - CMO Australia

Gartner: How to build a best-in-class marketing analytics strategy - CMO Australia | The Marteq Alert | Scoop.it
According to Gartner research, 86 per cent of marketing leaders want to increase their marketing analytics maturity, yet only 7 per cent say they’re operating at master level. What’s more, despite growing investment into marketing analytics as a capability, only 37.7 per cent of CMOs surveyed by Gartner are using available or requested marketing analytics before a project decision is being made. It’s a figure that’s only nominally increased in the last eight years.

Yet harnessing marketing analytics pays commercially, Gartner senior director and analyst, Jason McNellis said. Gartner figures show having one or two types of marketing decisions significantly influenced by analytics results in 40 per cent financial overperformance, while three or more marketing decisions influenced by analytics results in a 50 per cent financial overperformance.
CYDigital/marteq.io's insight:

Some recommendations when you click through. But note that earlier research identifies analytics as one of the areas under the budget axe due to lack of ROI.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Key Insights: Real marketing automation scares and CMOs distrust the data “silver bullet” - ClickZ

Key Insights: Real marketing automation scares and CMOs distrust the data “silver bullet” - ClickZ | The Marteq Alert | Scoop.it

"According to Gartner’s recent study, by 2023, 60% of CMOs will slash the size of their marketing analytics departments in half. Why? Because CMOs didn’t see the promised improvements come to fruition. Even though there has been a stable three-year trend of CMOs prioritizing marketing analytics as a key enabler in supporting marketing strategy, what brings this disappointment? Gartner surveyed 400 respondents and these were some key findings:

  • A large proportion of senior marketers (CMOs and VPs of marketing) are unimpressed by the results they receive from their marketing data and analytics investments. 
  • 54% of senior marketing respondents in the Marketing Data and Analytics Survey 2020 indicated that marketing analytics has not had the influence within their organizations that they expected. 
  • Only 54% of marketing decisions are being influenced by marketing analytics."
CYDigital/marteq.io's insight:

This is not pandemic-related. This is performance-related: there has yet to be an incontrovertible direct line between analytics and revenue.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Evolution of Transparency in Digital Advertising: Reporting and Analytics - MarTech Series

Evolution of Transparency in Digital Advertising: Reporting and Analytics - MarTech Series | The Marteq Alert | Scoop.it
When it comes to true transparency in digital advertising, it appears that the industry can’t afford its own morals. All parties, from brands and agencies to tech and platform vendors themselves say that transparency into brand suitable placements and fees are key values, but their actions render these sentiments somewhat toothless.

From a brand’s perspective, the idea of Transparency in digital advertising couldn’t be more straightforward: tell me where my ads appeared and how much I paid for those placements, and how much of my budget went to media and vendor fees? In reality, the answers require reporting and analysis, which, given the scale of today’s campaigns are enormously complex tasks to accomplish. That complexity also makes them very expensive.

Learning how to capture placements and analyze brand suitability and fees are tech problems, and in an industry defined by machine learning, data science, AI and so on, you may ask: why haven’t these problems been solved yet? Well, I would posit that the industry doesn’t really want transparency because it exposes some inconvenient truths.
CYDigital/marteq.io's insight:

More importantly, there's no downside to not providing the desired data.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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87 Marketing Analytics & Performance Attribution Tools

87 Marketing Analytics & Performance Attribution Tools | The Marteq Alert | Scoop.it
CYDigital/marteq.io's insight:

Bookmark for future reference.

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