Data, Analytics Integral To Handling Disruption Concerns - eMarketer

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Data, Analytics Integral To Handling Disruption Concerns

New models and strategies will help deal with challenges

October 22, 2015

Data is key for dealing with disruption, according to US marketers surveyed in August.

Very Important Capabilities/Skills for Responding to Marketing Landscape Disruptions* and Changes According to US Marketers, Aug 2015 (% of respondents)

When the Association of National Advertisers (ANA), in collaboration with McKinsey and Co. and GfK, asked marketers about how they would respond to profound changes in the business landscape, a range of responses all tying back to data came out on top. The greatest share, 83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.

Eight in 10 cited analytics capabilities to measurement marketing effectiveness—a response intrinsically connected to the use of data. And 78% selected analytics capabilities to understand customers. These responses were ahead of improvements to the customer experience as well as general training and professional development.

Trends/Technologies that US Marketers Believe Will Be Disruptive* to Their Company, Aug 2015 (% of respondents)

And based on the survey findings, there will be no shortage of disruptions spurring the need for these data and analytics capabilities. From the pace of new technology, to the fragmentation of marketing, to high expectations from consumers, large majorities of respondents saw a number of trends that would shake up their businesses at least “somewhat.”

Equal numbers of respondents believed that building current capabilities and developing new models and strategies (62% each) would help them deal with these challenges.

The rising importance of technology to marketing has already disrupted how many marketers are doing business. Many are already working on creating stronger relationships with IT departments to help manage tech issues and data.

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