Analytics Tools Have a Big Impact on Marketing ROI

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Half of marketers worldwide say that analytics or predictive modeling are among the best tools for increasing return on investment (ROI), according to an October survey from Ascend2.

Nearly all marketers polled agreed that marketing technology is resulting in improved ROI overall. In addition, Ascend2 found more than half of respondents said the increase is “significant” with the right technology.

Tools that deal directly with data are most likely to boost ROI, the survey revealed. In addition to analytics solutions, for example, marketers also consider data management technology to be a key driver of returns—45% named it as one of the marketing functions most likely to increase ROI.

But other technologies matter as well. Some 35% of marketers said social or relationship management tools are likely to increase returns, and 37% said the same about content or user experience solutions.

Still, forecasting ROI is one of the top obstacles standing in the way of marketing technology investments. More than four in 10 (44%) of those polled felt that predicting a new technology’s potential effect on returns was a key challenge.

—Maria Minsker

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