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Why is it important for marketers to invest in analytics? It’s not the sexiest topic out there, and it certainly doesn’t have the buzz surrounding it that other marketing concepts do.
To answer that question, we need to think a little harder about what the point of marketing is, exactly. To generate revenue, right? Analytics can tell us what parts of our marketing strategy are generating revenue, in which stages, and which need to be optimized or let go. It permeates every aspect of our marketing strategy, especially in digital. We have this amazing opportunity to track our marketing efforts, but some marketers are still not using analytics, or just don’t know how to.
This infographic is meant to exemplify the importance of using marketing analytics. There are a variety of tools and platforms available that make tracking that much easier — and plenty of strategies for working around information that isn’t easily accessible.
What was most surprising was that while every marketer seems to be focused on ROI, only 66% of B2B marketers are using analytics to monitor performance (and less so for B2C). This is something we can expect to see change in the coming months and even years.
Do you have questions about marketing analytics? Leave them in the comments, or Tweet me at @Tiffani_Allen.