B2B marketing analytics-report

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.

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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

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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

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
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.

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

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

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

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

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%

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%

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%

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

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%

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%

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

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

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

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%

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%

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%

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

B2B marketing analytics-report

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