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ITSMA Online Survey: Data Driven Marketing

Author: Julie Schwartz
Published: April 28, 2011
Ref. Number: SV4581
Pages: 190
ITSMA ViewData Driven Marketing Abbreviated Summary

The path to marketing accountability and business impact is lined with data. If you have a data-driven marketing organization, you will see business benefits that fall directly to the bottom line. But becoming data driven isn’t easy and takes time.

This survey report looks at how marketers are using data to report marketing performance, inform decisions, predict buyer behavior, and forecast trends. It provides detail on the current state of data driven marketing, as well as what it takes to become a data savvy marketing organization.

Key Findings

  • B2B services marketers recognize that data driven marketing is important
  • Although most embrace the test and learn approach so critical in today’s marketing, very few consider themselves as leading edge users of marketing data
  • And only a handful of senior executives are relying on marketing data to make decisions
  • The most data savvy marketers report shorter sales cycles, lower sales costs, and greater improvements in market share
  • Data savvy marketers share six traits: Time and experience, clear objectives and analytics leadership, a marketing technology strategy, data governance, dedicated analytics resources, and organizational outreach

Study Methodology

  • Web-based survey and 17 follow-up 30-minute qualitative phone interviews
  • Survey invitations were emailed during March 2011 to ITSMA member and nonmember companies
  • 107 representatives from 71 companies responded to the Web survey
  • ITSMA analyzed the data by:
    • Company type: Sells products and services or Primarily services
    • Annual revenue: Less than $250M, $250M–$5B, More than or equal to $5B
    • Degree of data usage and maturity: Data savvy and All others

Special Offer

This report is available for no additional fee to current ITSMA members that responded to this survey. Companies that are not members of ITSMA will receive an Executive Summary.

Aditya Birla Minacs
Alcatel Lucent
Amdocs
Aon Hewitt
Aprimo
ArcSight, an HP Company
AT&T
Avanade
Avaya
Aviat Networks
Basware
Black & Veatch
BT GS
C&N
Capgemini
CA Technologies
CGI
Cisco Systems
Cognizant
Colt
CompuCom Systems, Inc.
Convergys
Crimson Consulting
CRU Solutions
CSC
CSS Corp.
Deloitte
Dimension Data
Eloqua
Emerson Network Power | Avocent
Ericsson AB
Event 360
Firstsource
Fujitsu
HCL Technologies
Hewlett-Packard
I-Lek Technology, Inc.
IAG Consulting
IBM Global Business Services
Infosys
Infotech Enterprises
ISBEL
Istituto Internazionale di Ricerca
ITC Infotech
Juniper Networks
KPIT Cummins Infosystems, Ltd.
Microsoft
Motorola Solutions
NAUMEN
NHANZ
NSN
OBS Global
Orange Business Services
Patni Americas
Planwork, Ltd.
PointBridge
SAP
Siemens Enterprise Communications
Siemens Medical Solutions
SunGard
Syclo
Tata Consultancy Services Limited
Thirdware
Unisys
Williams Lea
Wipro Technologies
Wood Mackenzie

If your company is on the above list, please send us an email (using your company email) and request a copy of the report (no additional fee). Orders will be processed the next business day.

  • This report is available for sale at member and nonmember prices.
  • See if your company is an ITSMA member
  • Email ITSMA for more information