Description:

ITSMA’s analytics survey revealed that it is critical that marketing improve its ability to analyze data to inform decisions, predict buyer behavior, and forecast trends. This requires a foundation of quality data, collaboration between marketing and finance, and a willingness to experiment before making big commitments to programs and campaigns. Included in the survey are best practices for analytics gleaned from the results and from ITSMA research.

Key Findings

• Analytics is a valuable way to connect marketing with business performance—but marketing needs to do more
  • Only 50% of Respondents have analytics programs
  • Of those who do have programs, 80% said they were somewhat valuable or valuable
• Companies have plenty of data, but the lack of integrated data and systems for performing analysis are major stumbling blocks to analytics success
• Most analytics programs focus on reporting rather than predicting
  • Few marketers are using analytics to predict campaign effectiveness and customer buying behavior or to drive innovation by entering new markets
• Most marketers experiment with new programs before making big commitments—but the experiments aren’t always accurate
  • 80% of Respondents have conducted experiments/pilots before rolling out new marketing campaigns or programs
  • Just 25% said that their experiments are always accurate

This report is available free to companies that provided detailed data in the study.
Alcatel-Lucent AT&T Avanade BearingPoint Capgemini Cisco CompuCom Systems Deloitte GDIT Genesys Hewlett-Packard Hexaware Technologies IBM Infosys Juniper Networks Logica Microsoft NetApp Nokia Siemens Networks Northrop Grumman Information Technology Oracle Orange Business Services Pitney Bowes Polycom The TriZetto Group Vertex Xerox Corporation Xerox Global Services Europe
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