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The Truth About Marketing Analytics
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Budget spent on marketing analytics has dipped but is expected to grow significantly over the next three years.
Use of analytics reached the highest point recorded in six years, although perceived contributions to company performance remain weak.
One reason for this may be that only 36% of marketers report they have quantitative tools for demonstrating the impact of marketing spend on company performance. Consistent with this, marketers report using experiments only one-third of the time to understand the impact of their marketing actions on customers.
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- Marketing Analytics Usage in B2B & B2C
- Marketing Analytics Spending in B2B & B2C
- Benefit of Marketing Analytics in B2B & B2C
- Marketing Analytics Spending By Revenue in B2B & B2C
- Marketing Analytics Impact on Company Performance in B2B & B2C
- Quantitative Metrics Demonstrate the Impact of Marketing Spend in B2B & B2C
The majority of companies report using AI for content personalization, predictive analytics for customer insights, and targeting decisions. B2C Services companies use, on average, more AI in their marketing activities than other sectors.
B2C Product Companies lead on use of AI for customer segmentation and autonomous objects, while B2B companies lead in the use of augmented and virtual reality.
ADDITIONAL GO TO MARKET RESOURCES FROM FOUR QUADRANT INCLUDE:
Additional Go to Market Resources From Four Quadrant
Marketing Automation Buyer’s Checklist @ fourquadrant.com/go-to-market-planning-templates/marketing-automation-buyers-checklist/
Predictive Marketing Analytics Checklist @
Go to Market Resources @ fourquadrant.com
How to Evaluate Marketing Automation Platforms @ fourquadrant.com/evaluate-b2b-marketing-automation-platforms/
Free Downloads @ fourquadrant.com/free-marketing-templates/