Only 54% of marketing decisions are being influenced by marketing analytics, according to Gartner’s latest Marketing Data Analytics Survey.
The survey results indicate that data analytics has not had the impact that marketing leaders expected.
Gartner surveyed 415 marketing leaders and analytics practitioners June 2020 through July 2020 in North America and Western Europe.
Despite investments in marketing data and analytics, more than half of senior marketing leaders are unimpressed by their results
Top reasons:
- Inability to measure ROI
- Poor Data Quality
- Inactionable results
- Lack of clear recommendations
“Though CMOs understand the importance of applying analytics throughout the marketing organization, many of them struggle to quantify the relationship between insights gathered and their company’s bottom line.
In fact, nearly half of respondents in this year’s survey say they’re unable to measure marketing ROI,” said Lizzy Foo Kune, senior director analyst in the Gartner Marketing practice.
“This inability to measure ROI tarnishes the perceived value of the analytics team”
Areas with Most Room for Growth
The two top areas with scope for significant improvement are Data science and campaign analysis. However, Gartner survey found that marketers are deprioritizing investment in these areas.
Instead, investments are being directed towards areas where marketing analytics teams are closer to meeting expectations. This includes web and mobile analytics and customer analytics.
