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The state of marketing analytics

Where marketing analytics teams stand on the path to advanced analytics

While marketing analytics has grown exponentially over the last decade, it still struggles to provide value in many organizations. And with a recession uncertain, budgets face scrutiny for teams that cannot show substantial value.

We have developed a framework to assess maturity in marketing analytics. To understand the current state of marketing analytics across industries, we conducted a comprehensive benchmark study to assess a performance baseline and prioritize improvement areas. Within these pages, we hope to help marketing analytics leaders get a sense of where they stand and the improvement areas that matter.

This report covers

  • Direct-from-the-source challenges and priorities heard from marketing analytics leaders
  • Key insights on how organizations are maintaining, running, and growing their analytic functions
  • Go-forward actions for marketing analytics teams to improve processes and advance analytics

Select insights

  • 67% of benchmarked organizations said that adding data to a centralized data lake requires centralized IT support and takes significant time to accomplish
  • 38% said that no version control system is in place; code is saved locally or on network drives
  • More than 50% said they had limited to no data scientists or engineers
  • 33% said they had no process to ensure campaigns, tactics, and cells were appropriately tagged

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