A Culture of Analytics Greatly Amplifies Marketing Impact

. September 13, 2018

Today’s advanced marketing measurement tools and technologies can be game changers. But they only take an organization part way to the kinds of eye-catching performance improvements that are ultimately possible.

The catalyst needed to go the distance comes down to one word: Culture

That’s a key takeaway from groundbreaking new research by Forrester, commissioned by the ANA Data Analytics Center (DAC) and Neustar. The research shows in clear, quantifiable terms that marketers with the most highly developed analytics cultures are achieving extraordinary results – above and beyond their peers with less developed data analytics cultures.

Such organizations are today’s biggest winners, showing the most outsized impact from their marketing measurement investments.

Below are four top takeaways from the Forrester study.

Organizations with mature analytics cultures achieved an average:

  • 9.1 percent increase in marketing ROI over the last 1-2 years
  • 10.6 percent improvement in marketing efficiency
  • 9.3 percent gains in customer insights and understanding
  • 10.4 percent greater agility and faster reaction/response times

Download the complete research report here.

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Category: Articles, Culture, Innovation, News, People, Research, ROI, Trends

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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