Data-driven-marketing-survey-report2013
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Data-driven-marketing-survey-report2013 Data-driven-marketing-survey-report2013 Presentation Transcript

  • REPORT: 2013 DATA-DRIVEN MARKETING SURVEY As a marketer, you’re busy. We get it. You have a lot of priorities to juggle: • How many leads are you bringing in? • Which channels are providing the most leads? • Is your budget running low? • How are leads converting down the funnel? • How can you get the most accurate measure of ROI? How We Did It… Our survey sample included 301 respondents. You can read more about our methodology at the end of the report, or click here to read it now. At every turn, you need data—and lots of it. But in the past decade alone, marketers’ trouble with data has gone through a dramatic shift: instead of being too difficult to obtain, data is now too difficult to maintain. In fact, IBM reports that 71% of CMOs feel unprepared to handle today’s “data explosion,” saying that “most CMOs are struggling in one vital respect—providing the numbers that demonstrate a return on investment (ROI) for marketing.”1 This survey report reveals marketers’ troubles and successes with data, and it reveals important trends that are defining the data-driven marketer. 1 - IBM, “From Stretched to Strengthened: Executive Summary”
  • RELATIONSHIP WITH DATA Marketers’ impressions of how data applies to their daily routine
  • MARKETERS GIVE THEMSELVES A PASSING GRADE. When asked to grade their relationship with data, marketers averaged a
  • DESPITE GRADING THEIR RELATIONSHIP WITH DATA AS A B-, PARTICIPANTS ARE STILL CONFIDENT IN THEIR GENERAL MARKETING ABILITIES. Here’s how participants responded to the statement, “  I’m confident in my abilities as a marketer”: 44% 46% 8% 2% STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
  • MARKETERS THINK THEIR CEOS ARE CONFIDENT IN THEIR ABILITIES. Here’s how participants responded to the statement, “  My CEO is confident in my abilities as a marketer”: 35% 54% 11% 0% STRONGLY AGREE AGREE STRONGLY AGREE STRONGLY DISAGREE
  • ALMOST TWO THIRDS OF MARKETERS ARE OVERWHELMED BY THE AMOUNT OF DATA THAT’S AVAILABLE FOR ANALYSIS. Here’s how participants responded to the statement, “I am able to handle the volume of marketing data that’s available for analysis without feeling overwhelmed”: 6% 28% 48% 18% STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
  • MOST MARKETING DATA SOURCES AREN’T CHECKED DAILY. Of the participants that report checking the following data sources, here’s the percent that report checking them daily: 33.33% Business Intelligence Solutions 26.40% CRM 25.45% Marketing Automation Social Media 23.95% Pay-Per-Click (PPC) Advertising 23.47% Other 20.00% Affiliate Marketing 15.79% Web Analytics 14.38% Corporate Blog 14.13% 11.76% Banner Advertising 9.47% Email Marketing Surveys 5.69% Webinar Platforms 5.19% 3.88% Video 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • ACCESS TO DATA How well marketers can access the data they use to make decisions
  • TOP 5 REASONS MARKETERS AREN’T CONSUMING MORE DATA 69% of participants agreed they would consume more marketing data if they “had more time to analyze the data.” 66% of participants agreed they would consume more marketing data if they “could see it all in one place.”  40% of marketers agreed t  hey would consume more marketing data if they “could see it on any device.” 40% of marketers agreed t  hey would consume more marketing data if they “could see it in real time.” 44% of marketers agreed they would consume more marketing data if they “had more time to collect the data.”
  • MARKETERS RELY ON DATA TO DO THEIR JOBS WELL—BUT THEY HAVE A HARD TIME GETTING THE DATA THEY NEED. Here’s how participants replied to the statement, “I rely on marketing data to do my job well”: Here’s how participants replied to the statement, “I have access to the marketing data I need”: 28% 59% 11% 3% 7% 38% 46% 9% Strongly Agree Agree Disagree Strongly Disagree
  • MARKETERS FEEL THAT IT’S IMPORTANT TO HAVE ACCESS TO REAL-TIME MARKETING DATA—BUT THEY AREN’T GETTING IT. Here’s how participants replied to the statement, “It is important to have access to real-time marketing data”: Here’s how participants replied to the statement, “I can access the marketing data I need in real time”: 26% 57% 15% 2% 5% 32% 50% 13% Strongly Agree Agree Disagree Strongly Disagree
  • MANY MARKETING REPORTS LACK KEY INFORMATION—INCLUDING ROI. agreed with the statement, “The marketing reports I receive lack key information.” Of those lacking key information, 40% state that ROI is one of the missing pieces.
  • MARKETERS ARE MISSING A WIDE ARRAY OF INFORMATION IN THEIR REPORTS. When asked what information was missing from their reports, marketers provided their own written feedback. Here are the top responses: CUSTOMER DATA NEED MORE DETAILS CONSISTENCY REVENUE FROM MARKETING ACTIVITIES DEEPER ANALYSIS ROI REAL-TIME DATA SALES INFO CAMPAIGN-SPECIFIC RESULTS DETAILS ON SEGMENT PERFORMANCE CLOSED LOOP MARKETING INFO MARKETING CONTRIBUTION TO SALES INCREMENTAL VOLUME LEAD FUNNEL CONVERSION RATES A/B TESTING RESULTS
  • MARKETERS WANT THE FREEDOM TO ACCESS DATA ON ANY DEVICE THEY’RE USING. Here’s how participants responded to the statement, “It is important to have access to marketing data on all my devices (e.g., computer, tablet, phone)”: AGREE: 44.22% STRONGLY AGREE: 23.11% STRONGLY DISAGREE: 3.5% DISAGREE: 29.14%
  • MARKETERS WANT TO CONSUME DATA ON MOBILE DEVICES MORE OFTEN THAN THEY CURRENTLY DO. Here’s the comparison between the percent of time participants currently consume data on the following devices, and the percent of time they would ideally consume data on those same devices: 83% CURRENTLY 66% IDEALLY DESKTOP/LAPTOP 7% CURRENTLY 20% IDEALLY TABLET SMARTPHONE 10% 10% CURRENTLY 14% IDEALLY 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • MARKETERS FEEL THAT IT’S IMPORTANT TO HAVE THEIR DATA IN A SINGLE DASHBOARD— BUT MOST ARE OPERATING WITHOUT ONE. Here’s how participants replied to the statement, “It is important to see marketing data from all our disparate sources in a single dashboard”: Here’s how participants replied to the statement, “I can see marketing data from all our disparate data sources in a single dashboard”: 31% 58% 11% 1% 5% 14% 56% 25% Strongly Agree Agree Disagree Strongly Disagree
  • MARKETERS ARE REGULARLY FRUSTRATED BY HOW LONG IT TAKES TO CREATE MARKETING REPORTS. Here’s how participants responded to the statement, “I get frustrated by how long it takes to report on marketing data”: 10% 52% 33% 5% STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
  • MARKETERS ARE OFTEN FRUSTRATED BY HOW LONG IT TAKES TO RECEIVE MARKETING REPORTS. Here’s how participants responded to the statement, “I get frustrated by how long it takes to receive reports on marketing data”: 7% 52% 35% 6% STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
  • EMAIL IS THE #1 METHOD FOR SHARING MARKETING DATA. Here’s how participants responded to the statement, “I report marketing results through…”: 83.33% EMAIL • In-Person Meetings: 72.92% • Spreadsheets: 66.67% • PowerPoint Presentations: 62.5% • Printed Reports: 58.33% • A Dashboard: 29.17% • Other: 4.17% • Don’t Report Marketing Results: 4.17%
  • RETURN ON INVESTMENT What marketers are doing—and what they wish they could do— to measure the effectiveness of their marketing activities
  • AT EVERY LEVEL OF THE ORGANIZATION, MARKETERS ARE UNDER MORE PRESSURE TO TIE NUMBERS TO THEIR EFFORTS. Here’s how participants responded to the statement, “My boss expects me to provide data-driven results”: .42% 5 E» 3 GRE YA NGL STRO AGREE » 47.92% DISAGRE E» 12.5% STRO NGL Y DIS AGR EE » 4.17%
  • MARKETERS STILL STRUGGLE WITH CALCULATING ROI ON COMMON MARKETING TACTICS. Here’s how participants responded to the statement, “Our team knows the return on investment (ROI) for the following tactics”: EMAIL MARKETING ················· 72% 28% BANNER ADS ···························· 54% 46% LIVE EVENTS ······························ 51% 49% SEO·············································· 51% 49% SOCIAL MEDIA··························· 37% 63% Know ROI Don’t Know ROI
  • THE MAJORITY OF MARKETERS ARE HELD ACCOUNTABLE FOR ROI— BUT NEARLY HALF CANNOT MEASURE IT. 82% are held accountable for ROI on marketing spend— but only 33% have access to marketing contribution to revenue. 49% That puts of marketers in a pretty tough spot. Have access to marketing contribution revenue 33% Are held accountable 82%
  • 44% OF EXECUTIVES CANNOT EASILY ACCESS MARKETING’S CONTRIBUTION TO SALES REVENUE. Here is how executives responded to the statement, “Our team can easily access sales revenue from marketing activities”: 10% 46% 23% 21% STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE
  • ROI FACTORS INTO THE COMPENSATION OF THE MAJORITY OF MARKETING EXECUTIVES. Here’s how executives responded to the statement, “I am compensated by marketing ROI”: 4% 50% 46% FULLY PARTIALLY NOT AT ALL
  • 3 OUT OF 4 MARKETING EXECUTIVES ARE UNABLE TO CALCULATE SOCIAL MEDIA ROI. Here’s how executives responded to the statement, “Our team knows the return on investment for social media”: 14.71% Strongly Disagree 61.76% Disagree 14.71% Agree 8.82% Strongly Agree
  • CONCLUSION
  • THIS REPORT REVEALS TWO IMPORTANT ASPECTS OF MARKETERS’ DAILY LIVES: THEY KNOW THEY NEED DATA, AND THEY OFTEN CAN’T GET IT. IT’S AN UPHILL BATTLE AND THEY’RE FIGHTING A GOOD FIGHT—ALL THINGS CONSIDERED. BUT WITH MORE ACCESS TO THE RIGHT DATA, THEY COULD DO BETTER. SPONSORED BY DOMO Domo connects to any source of data and brings it into an intuitive dashboard. This helps marketers get the right information at the right time, and make better data-driven decisions. To learn more, visit www.domo.com.
  • ABOUT THE SURVEY The participants, their roles and select characteristics
  • SURVEY PARTICIPANTS We surveyed a spectrum of marketing professionals. The total number of participants was
  • TITLES AND ROLES At all levels of a marketing organization, marketers deal with data. Participants in this survey cover the full spectrum of marketers, so the responses reflect strengths and weaknesses at all levels. 34% 23% 19% 6% 6% 5% DIRECTORS CONSULTANT MANAGERS OTHER VP/SVP/EVP CMO 8% ASSOCIATE
  • 42% 25% 18% 16% 30% 40% BUS INE S S INTELLIGENCE M A R K E TING AUTOM ATION 36% 20% 50% 60% COR POR ATE BLOG W EBIN A R PL ATFOR M S 40% 5% 10% 46% OTHER V IDEO 52% A FFILI ATE M A R K E TING 54% 70% B A NNER A DV ERTI S ING 55% PPC 68% SURV E YS 80% W EB A N A LY TICS 74% CR M 83% SOCI A L MEDI A 90% 100% EM A IL M A R K E TING POPULAR TECHNOLOGIES Here are the most popular marketing technologies by percentage adoption:
  • COMMON WATERING HOLES Here are the most popular sources for industry information, listed by percentage of marketers that use them: 92% 77% Websites Newsletters Top Websites: LinkedIn, MECLABS, MarketingProfs Top Newsletters: HubSpot, MarketingProfs, SmartBrief Top Blogs: MarketingProfs, Mashable, Content Marketing Institute Top Associations: AMA, DMA, WMA Top Events: AMA, Dreamforce, Marketo User Conference 67% Blogs 58% 52% Associations Events