Marketing Analytics in 2013 - Benchmarking Report (overview)

1. Marketing Analytics in 2013 - Benchmarking Report (overview) Benchmarking ReportMarketing Analytics in 2013:Benchmarks, Insights & AdviceStatistically Significant Findings from 622 Survey Responses in May2013© 2013 Demand Metric Research Corporation. All Rights Reserved.

2. EXECUTIVE SUMMARYA key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketinganalytics can help marketers measure their contribution to the organizations they serve.In April 2013, Demand Metric conducted a benchmarking study to examine how marketing analytics is beingadopted, adding value, and becoming integrated into overall marketing strategy.A survey was used to collect data, and its analysis provides these key findings: World leaders: North American organizations lead the world in meaningful marketing analytics initiatives Size matters: large organizations are having more marketing analytics success than SMBs. Money talks: those who are allocating greater portions of marketing budgets are getting more from theiranalytics initiatives. Keeping it in the family: analytics data is largely staying inside the marketing department. Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinionof the credibility of marketing analytics data than do members of the marketing organization.This report details the results and insights from the analysis of the study data.Benchmarking Report EXECUTIVE SUMMARYA key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketinganalytics can help marketers measure their contribution to the organizations they serve.In April 2013, Demand Metric conducted a benchmarking study to examine how marketing analytics is beingadopted, adding value, and becoming integrated into overall marketing strategy.A survey was used to collect data, and its analysis provides these key findings: World leaders: North American organizations lead the world in meaningful marketing analytics initiatives Size matters: large organizations are having more marketing analytics success than SMBs. Money talks: those who are allocating greater portions of marketing budgets are getting more from theiranalytics initiatives. Keeping it in the family: analytics data is largely staying inside the marketing department. Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinionof the credibility of marketing analytics data than do members of the marketing organization.This report details the results and insights from the analysis of the study data.Benchmarking Report

3. Benchmarking Report1)Research Methodology2)State of Marketing Analytics3)Attitudes4)Biggest Challenges5)Use of Marketing Analytics Data6)Budget Allocation7)Impact of Marketing Analytics8)Influence on Decision Making9)Credibility of Data & Insights10) Chief Analyst Bottom Line11) Acknowledgements12) About Demand MetricTABLE OF CONTENTS Benchmarking Report1)Research Methodology2)State of Marketing Analytics3)Attitudes4)Biggest Challenges5)Use of Marketing Analytics Data6)Budget Allocation7)Impact of Marketing Analytics8)Influence on Decision Making9)Credibility of Data & Insights10) Chief Analyst Bottom Line11) Acknowledgements12) About Demand MetricTABLE OF CONTENTS

4. RESEARCH METHODOLOGYThe Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17ththrough May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.All members of the Demand Metric community received email invitations to participate in the survey, andparticipation was encouraged through a random draw incentive for an iPad Mini.While respondent email addresses were collected in order to facilitate the prize drawing, no identifyinginformation was retained or considered in the analysis of the survey data.Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze theresults and draw statistically significant conclusions.Benchmarking Report1 RESEARCH METHODOLOGYThe Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17ththrough May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.All members of the Demand Metric community received email invitations to participate in the survey, andparticipation was encouraged through a random draw incentive for an iPad Mini.While respondent email addresses were collected in order to facilitate the prize drawing, no identifyinginformation was retained or considered in the analysis of the survey data.Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze theresults and draw statistically significant conclusions.Benchmarking Report1

5. RESEARCH METHODOLOGYBenchmarking ReportThe information collected about the survey respondents is summarized here:Type of Marketing Organization: B2B: 74% B2C: 26%Geographic Location: North America: 72% Europe: 11% Rest of World: 17%Size of Organization (# employees): Small (1 to 100): 53% Medium (101 – 1000): 30% Large (1000+): 17%2Job Titles: RESEARCH METHODOLOGYBenchmarking ReportThe information collected about the survey respondents is summarized here:Type of Marketing Organization: B2B: 74% B2C: 26%Geographic Location: North America: 72% Europe: 11% Rest of World: 17%Size of Organization (# employees): Small (1 to 100): 53% Medium (101 – 1000): 30% Large (1000+): 17%2Job Titles:

6. STATE OF MARKETING ANALYTICSBenchmarking ReportThe first question considered in this study asks: “What statement best describes the state of marketinganalytics in your organization?” Respondents were allowed to choose one response:3This question reveals that: 29% of respondents are doing nothing orare searching for a way to start. 32% of respondents are experimenting tofind the best set of analytics, but thoseanalytics are not yet influencing theorganization’s behavior or actions. 39% of respondents report they aretracking meaningful analytics. STATE OF MARKETING ANALYTICSBenchmarking ReportThe first question considered in this study asks: “What statement best describes the state of marketinganalytics in your organization?” Respondents were allowed to choose one response:3This question reveals that: 29% of respondents are doing nothing orare searching for a way to start. 32% of respondents are experimenting tofind the best set of analytics, but thoseanalytics are not yet influencing theorganization’s behavior or actions. 39% of respondents report they aretracking meaningful analytics.

7. STATE OF MARKETING ANALYTICSBenchmarking ReportA deeper analysis of the responses to this question yielded some additional insights about the state ofmarketing analytics. The response options to this question represented a scale, where 1 equals avoidance and5 equals meaningful and visible results.Using this scale to calculate the mean revealed two statistically significant gaps:Geographic: North American organizations are in the lead when it comes to the state of marketing analytics.These organizations had a mean response on this scale of 3.33, compared to 3.07 for Europe and the rest ofthe world.Company size: Large companies report greater progress in this area with a mean score of 3.46, compared tosmall companies whose mean was 3.17.The data reveals more insight on the state of marketing analytics based on company size: 33 percent of smallcompanies are either avoiding marketing analytics, or are searching for the best way to start. This compares to26 percent for medium-sized organizations and only 19 percent for large companies.4 STATE OF MARKETING ANALYTICSBenchmarking ReportA deeper analysis of the responses to this question yielded some additional insights about the state ofmarketing analytics. The response options to this question represented a scale, where 1 equals avoidance and5 equals meaningful and visible results.Using this scale to calculate the mean revealed two statistically significant gaps:Geographic: North American organizations are in the lead when it comes to the state of marketing analytics.These organizations had a mean response on this scale of 3.33, compared to 3.07 for Europe and the rest ofthe world.Company size: Large companies report greater progress in this area with a mean score of 3.46, compared tosmall companies whose mean was 3.17.The data reveals more insight on the state of marketing analytics based on company size: 33 percent of smallcompanies are either avoiding marketing analytics, or are searching for the best way to start. This compares to26 percent for medium-sized organizations and only 19 percent for large companies.4

8. Benchmarking ReportTo read the rest of the report, downloadit from www.demandmetric.comDemand Metric Research Corporation#300 – 1275 West 6th Avenue, Vancouver, BC CANADA V6H 1A6© 2013 Demand Metric Research Corporation. All Rights Reserved. Benchmarking ReportTo read the rest of the report, downloadit from www.demandmetric.comDemand Metric Research Corporation#300 – 1275 West 6th Avenue, Vancouver, BC CANADA V6H 1A6© 2013 Demand Metric Research Corporation. All Rights Reserved.