"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."
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.
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