B2B marketing analytics-report
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B2B marketing analytics-report

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Today's technology gives us the ability to know exactly where are marketing dollars are being spent, the problem is that we don't have the data. It's not that we dont't have enough data, it's that ...

Today's technology gives us the ability to know exactly where are marketing dollars are being spent, the problem is that we don't have the data. It's not that we dont't have enough data, it's that we're drowning in the data that we have. It's sorting through that data and making sense of it that's the problem. The data needs to be presented in a sensible format to use it effectively. This is precisely why we asked 274 marketing professionals from a broad cross-section of industries and roles about their experience with data in their companies. The results were insightful!

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B2B marketing analytics-report B2B marketing analytics-report Presentation Transcript

  • Spotlight Report Technology Marketing Group Partner Sponsored by Marketing analytics
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 2 SPONSORS We would like to thank our sponsors for supporting the Marketing Analytics Report IDG Enterprise | www.idgenterprise.com IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio. Demandbase | www.demandbase.com Demandbase is the leading targeting and personalization company for B2B. The Demandbase B2B Marketing Cloud is the only subscription- based ad targeting and web personalization solution that enables marketers to connect campaigns directly to revenue. Demandbase makes it possible for businesses to deliver personalized ads targeting specific businesses across the web, and then tailor the messages on their websites to convert these companies to customers. The B2B Marketing Cloud connects to existing sales and marketing technologies – including CMS, CRM, marketing automation, analytics, chat and others -- and provides a unified view of all activity across the entire sales funnel. For more information, visit http://www.demandbase.com. Progress | www.progress.com Progress is a global software company committed to delivering market-leading technology innovations. Our technology is used by nearly 140,000 organizations in more than 180 countries. Geared towards sales & marketing operations, Progress Easyl is a new kind of data integration tool that empowers you to break open data silos, overcome integration challenges and simplify the process of accessing, cleansing, blending and then reporting on it. Delivered as a cloud service, Easyl does all the heavy lifting, so you can stay focused on your work and deliver immediate results. For more information, visit www.progress.com/easyl. Jedox | www.jedox.com Jedox is one of the leading providers of Business Intelligence and Performance Management solutions. Jedox‘ self-service concept allows users in all departments to model individual planning, analysis and reporting functions quickly and easily. Jedox applications utilize the user- friendly Excel interface, and are hence very intuitive to use. Currently, over 1.100 companies with more than 10.000 users — independent of industry sector, both in medium-sized companies and large corporations — have placed their trust in Jedox’ solutions. Jedox fol­lows innovative paths and as a result was recognized as a “Cool Vendor” by the Gartner Group in 2013. http://www.jedox.com Prelytix | www.prelytix.com Prelytix provides B2B companies behavior intelligence, using predictive analytics, about the organizations they care about related to their activity against specific keywords and phrases. We do this through the ongoing daily gathering and analysis of billions of data points from across the web utilizing proprietary tools, processes, and scoring algorithms. Each program is custom designed for our clients based on their specific needs. This results in better intelligence about prospects, more efficient utilization of resources, and higher revenues opportunities for our clients.
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 3 More B2B Marketing Reports INTRODUCTION This new report explores the goals and challenges associated with marketing analytics, and how marketing success is measured, evaluated, reported and optimized. We surveyed more than 500 marketing professionals in the Technology Marketing Community on LinkedIn and distilled the survey findings into this easy to digest, information-rich report to provide you with valuable benchmarks for your own marketing planning. Many thanks to everyone who participated in this survey. We hope you will enjoy this report. Holger Schulze Holger Schulze Group Founder Technology Marketing Community on LinkedIn Welcome to the Marketing Analytics Report 2014. Email: hhschulze@gmail.com Technology Marketing Group Partner
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 4 1 2 3 4 5 SURVEY HIGHLIGHTS Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales. Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective. Lack of resources, data quality, and lack of system integration are the most mentioned challenges. Marketing analytics budgets are expected to grow for about half of respondents. The most popular applications for marketing analytics are Google Analytics and Microsoft Excel. Top-5 Trends in Marketing Analytics
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 5 1 How do you use data to measure marketing effectiveness? 0% 20% 30% 50%10% 40% We routinely gain insight from analytics We occasionally gain insight from analytics We rarely turn to analytics for insight We do not use or have access to analytics Other / Not sure We lack the tools or skills to turn data into actionable information 28% We are not collecting or have access to the data we need for analytics 2% 2% 8% 11% 3% 46% are not able to access or use data to measure their marketing effectiveness. 15% 46 percent of survey respondents routinely gain insight from marketing analytics. 28 percent only occasionally. 15 percent of respondents are not able to access or use data to measure marketing effectiveness.
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 6 2 What are the most important Marketing Analytics Benefits? Marketers expect 4 key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI (47 percent), (2) better prioritization of marketing tactics (45 percent), (3) better marketing message and positioning (43 percent), and (4) better demonstration of the value marketing contributes to sales (41 percent). 0% 20% 30% 50%10% 40% 47%Understanding which marketing platforms provide the most ROI Better prioritization of marketing mix tactics Demonstration of the value of marketing / sales Common basis for decision-making Better prediction of customer behavior Better marketing message and positioning 45% Better utilization of resources 30% 41% 43% 29% 29% 29%Faster revenue growth More precise responses to customer needs Better understanding of market conditions and trends 3% 28% 27% Complete understanding of the marketing and purchase cycle Reduction of marketing cost 17% 20% Other / Not sure
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 7 0% 20% 30% 50%10% 40% 70%60% 80% 74% Acting on analytics to improve marketing performance Gaining better visibility into sales funnel Gaining executive-level awareness and support Improving competitive analysis Hiring data-savvy marketing talent and/or training current staff Measuring marketing attribution across channels Accelerating the analytics process from data collection to insight 67% 40% 33% 29% Funding new analytics tools Other / Not sure 20% 7% 7% 72% 54% 26% 32% 24% 20% 5% 7% 8% 4% 3 What are the most important Business objectives for marketing analytics (by maturity)? Gaining actionable insights from marketing analytics is by far the most important business objective for all marketers regardless of marketing analytics maturity. 74 percent for marketers who routinely gain insight from analytics vs 72 percent from marketers who rarely use analytics). Gaining better visibility into the sales funnel is less important for marketers who rarely use analytics (54 percent) compared to marketers who use it routinely (67 percent). When it comes to measuring marketing attribution across channels, this is much more important to routine users (40 percent) compared to organizations that rarely use marketing analytics (26 percent). Marketers who routinely gain insight from analytics Marketers who occasionally/rarely/never gain insight from analytics
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 8 0% 20% 30% 50%10% 40% 60% Combining data from multiple sources to draw correlations and insight Reducing the time taken to analyze and interpret results Reducing reliance on manual Excel data manipulation Integrating disparate systems and silo’d data Reducing the reliance on other internal departments to help manage the process (e.g. IT Dept) Reducing amount of time wasted managing fragmented data sources 49% Improving data hygiene and quality issues 46% 36% 27% 49% Other / Not sure 51%52% 44% 39% 32% 23% 36% 16% 8% 33% 7% 4 Whatarethemostimportantoperationalobjectives for marketing analytics (by company size)? From an operational perspective, marketers are looking to combine data from multiple sources to draw correlations and gain better insights. Whether they come from large organizations (51 percent) or smaller ones (52 percent). The difference between both is more pronounced when it comes to improving data hygiene and quality issues which is more important to larger organizations (46 percent) than smaller ones (32 percent). This difference in priority is likely due to the larger number of disparate systems in larger organizations. Organizations with 1,000 or more employees Organizations with less than 1,000 employees
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 9 5 Greatest challenges for marketing analytics (by size) The key challenges differ significantly, depending on company size. For larger organizations with more than 1,000 employees, lack of systems integration (54 percent) and issues with data quality and integrity (44 percent) top the list. For smaller organizations with less than 1,000 employees, lack of resources to execute (33 percent) and the time required to collect and analyze data (32 percent) present a challenge. 0% 10% 20% 30% 40% 50% 60% 54% Lack of resources to execute Issues with data quality and integrity Inability to generate useful insight and action from data Budget constraints Lack of proper analytics tools Lack of systems integration Lack of know how in using analytics tools 44% 34% 31% Time required to collect and analyze data Lack of strategic vision / roadmap Lack of alignment between data and marketing segmentation 2% 26% Other / Not Sure 28% 29% 32% 19% 33% 30% 28% 21% 26% 24% 4% 21% 21% 19% 27% 29% Organizations with 1,000 or more employees Organizations with less than 1,000 employees
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 10 6 What percentage of marketing budget is spent on marketing analytics? 54 percent of organizations spend up to 20 percent of their marketing budgets on marketing analytics. Most frequently they spend about 10 percent. 0 of marketers spend up to 20 percent of marketing budgets on analytics. 10 20 30 40 50 60 70 80 90 100 Not sure / Other 0% 10% 20% 30% 40% Spending in % Responses in % 54% 18% 19% 5% 2% 2% 0% 0% 0% 0% 0% 38% 16%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 11 7 How are budgets changing over the next 12 months? Marketing analytics budgets are expected to grow for almost half of respondents (46 percent). Budgets will likely stay flat for 35 percent of marketers and shrink for only 3 percent. 16% | Not sure 35% | Remain the same 46% | Increase Budgets are expected to grow 3% | Decrease 35% 16% 3% 46%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 12 8 What areas see additional investment? Data integration tools (33 percent), analytics tools (28 percent) and training (27 percent) are most frequently mentioned areas of additional investment. 0% 10% 20% 30% 40% Data integration with other applications Purchase of analytics tools/platforms/software Staffing of in-house personnel/analysts Hiring of external analysts/consultants Training 28% Purchase of analyst reports and benchmark studies 25% 14% 12% 32% 27% Other / Not sure 33%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 13 9 What are the most popular marketing analytics technologies? The most popular marketing analytics technology are traditional spreadsheets (66 percent) due to their flexibility, broad availability and ease of use. Also interesting is the strong preference for cloud and SaaS based tools (33 percent) over on-premise installed software (13 percent). This is likely due to marketing having better control over purchase and deployment of cloud and SaaS applications without having to rely as much on internal IT resources for support and integration. 0% 20% 30% 50%10% 40% 60% 70% 66%Spreadsheets Dashboards Presentation software or tools Business intelligence tools Embedded analytics components Cloud / SaaS based analytics solution 54% Database querying tools 25% 26% 33% 21% 20% 17%Data visualization tools Statistical analysis software On-premise / installed analytics software 14% 13% Data modeling tools Programming languages 7% 7% 11%Other / Not sure
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 14 10 What marketing analytics capabilities are most important? Dashboards (48 percent), real-time reporting (39 percent) and predictive analytics (34 percent) are the analytics features most important to marketers. 0% 20% 30% 50%10% 40% 48%Dashboards Real-time reporting Cross-channel view of results Custom reporting A/B and multivariate testing Predictive analytics 39% Advanced customer behavior analysis 30% 30% 34% 27% 24% 24%Integration of online and offline data Integration with Microsoft Office apps Mobile device support 10% 9% OLAP and ad-hoc query support Other / Not sure 8% 9%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 15 11 What are the most popular marketing analytics vendors? The most popular apps for marketing analytics are Google Analytics (58 percent) and Microsoft Excel (51 percent). Outside of these major players, the marketing analytics space is still very fragmented with many analytics vendors competing for marketing dollars. 0% 20% 30% 50% 60%10% 40% 58%Google Analytics Microsoft Excel Oracle SAP SAS Salesforce 51% Tableau 8% 18% 46% 46% 7% 5% Other / Not sure 7%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 16 12 What marketing tactics do marketers track and analyze? The most tracked and analyzed marketing tactics are website (80 percent) and email marketing (77 percent), reflecting how these tactics both dominate the marketing mix and produce a wealth of data to analyze. It is noteworthy that popular tactics such as video and mobile marketing still get little attention when it comes to marketing analytics. 0% 20% 30% 50%10% 40% 70%60% 80% 80%Website Email marketing Social media marketing PPC (Paid Search) marketing Display / banner advertising SEO (Organic Search) marketing Content marketing 77% 59% 56% 46% Video marketing Mobile marketing 7% 43% 36% 17% 14% Other / Not sure
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 17 13 What email marketing metrics are tracked? Open rate (77 percent) and clickthrough rate (73 percent) are the most commonly (and most easily) tracked email marketing metrics. 0% 20% 30% 50%10% 40% 70%60% 80% 76%Open rate Clickthrough rate Conversion rate Clicks-per-link in email Deliverability rate Unsubscribe rate Clicks-per-email 73% 59% 56% 47% List size Social sharing rate 5% 43% 42% 27% 21% Other
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 18 14 What social media metrics are tracked? Social reach (62 percent) is the most routinely tracked metric for social media marketing. The more complicated the metric, the less likely it is used (share of voice, for example). 0% 20% 30% 50%10% 40% 70%60% 62%Social reach (# of followers, likes, members, subscribers, etc ) Traffic referrals by social media channel Engagement per post / Tweet Top influencers Sales by social media channel Leads by social media channel Conversion rate by social media channel 45% 42% 39% 30% Share of voice/conversation (% of conversation about you versus competitors) Brand sentiment (ratio of positive to negative mentions) 7% 20% 18% 18% 16% Other
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 19 15 What SEO metrics are tracked? Keyword rankings (56 percent) and sources of organic traffic (52 percent) are the most tracked metrics for search engine optimization (SEO). 0% 20% 30% 50%10% 40% 60% 56%Keyword rankings Top sources of organic traffic Clickthrough rate Keyword clicks Unique search terms driving traffic Percentage of total traffic from organic search Keywords triggering search results 51% 48% 46% 43% Keyword movement (e.g. month-over-month) Conversion rate by key term 42% 38% 30% 26% Branded vs. non-branded organic search traffic 8%Other 24%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 20 16 What content marketing metrics are tracked? Content views (56 percent), downloads (55 percent) and leads (53 percent) are the most commonly tracked content marketing metrics. 0% 20% 30% 50%10% 40% 60% Views Downloads Duration (time on page) Conversion rate Comments per post Leads 55% Likes, +1's, Tweets, Shares 39% 38% 38% 24% 53% Other / Not sure 5% 56%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 21 17 What website marketing metrics are tracked? Visits (80 percent) and views (71 percent) are the most tracked website metrics. 0% 20% 30% 50%10% 40% 60% 70% 80% Visits Views Bounce rate Exit rate Other Page view duration 71% Conversion rate 60% 54% 30% 61% 5% 80%
  • Marketing ANALYTICS REPORT | Read the 2014 survey results 22 Demographics & Methodology This survey was conducted from April through June 2014. We collected 503 responses from B2B marketing professionals – here is a detailed breakdown of the demographics. Marketing Communications 0% 10% 20% 30% 40% 50% 60% Corporate Marketing Marketing Operations Digital Marketing Product or Solutions Marketing JOB FUNCTION High Tech 0% 10% 20% 30% 40% Advertising/Marketing/PR/Media Business Services Manufacturing Telecommunications & Utilities Other INDUSTRY COMPANY SIZE (EMPLOYEES) 29% | 10-99 27% | Fewer than 10 24% | 100-999 7% | 1,000-4,999 4% | 5,000-9,999 4% | 10,000-49,999 1% | 50,000-99,999 4% | more than 100,000 Manager 0% 10% 20% 30% 40% Director VP CEO / President / Owner Consultant Other JOB TITLE