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Analytics Tools Are Still a Challenge for Many

Only a select few users have the means to make data-driven decisions

June 7, 2017 | Marketing Technology

There’s no doubt that analytics solutions are critical for a business’ success, but the complexity and rigidity of analytics offerings are major challenges for many of them, according to behavioral analytics provider Interana.

Leading Challenges of Their Existing Data Analytics Solution According to US Analytics Users, March 2017 (% of respondents)

Almost a third of US analytics users (30.0%) surveyed in March 2017 said their analytics technology is too hard to use, citing complicated interfaces. Some 27.1% also said that the tools require too much coding—another indication of the complexity of these solutions.

Even as analytics providers strive to build solutions accessible to all marketers, there’s still a lack of democratization in the analytics space.

In fact, 62% of respondents said that while employees throughout the organization understand the importance of data, just a few are armed with the tools and knowledge needed to make data-informed decisions. Only 25% said everyone is equipped with the right tools and knowledge.

Current State of Their Company's Organization and Governance of Data & Analytics According to Executives Worldwide, Sep 2016 (% of respondents)

These findings echo a February 2017 report from Forbes Insights and EY, which points to a broader organizational challenge when it comes to operationalizing analytics. The study found that a relatively small fraction of organizations has mature data and analytics groups at different company levels.

Only 17% of executives worldwide from various industries said these groups exist and are well-aligned.

Maria Minsker

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