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Nearly nine in 10 technology professionals in Brazil employ digital analytics as a digital marketing tool. According to an April 2016 report by Rock Content, 88% of technology professionals used digital analytics in February 2016.
Over 80% of those surveyed also use email marketing, and nearly three-quarters use a content management system. Less than half, however, say they use social media monitoring and management—a figure that may raise eyebrows, given how important social media seems to be for any business. This is corroborated by May 2015 research by Tracto Content Marketing, which found that only 37% of marketers in Brazil monitored social networks.
Not only are the vast majority of technology professionals in Brazil using digital analytics to gauge the success of marketing campaigns and tools, but they’re almost all using Google Analytics to do that, too. Nearly 95% of whose who used analytics said they used the service in February 2016. Google also claims the second-most-used analytic tool—16.4% say they used Google Search Console.
No other tool was used by 10% of respondents, but Mixpanel came closest, at 9.4%.
A December 2015 report by Global Alliance of Data-Driven Marketing Associations (GDMA) speaks to the love of analytics among professionals in Brazil. Advertising and marketing professionals say they plan to spend more on predictive analytics and modeling and segmentation in 2016 than the year prior.
With analytics spending up in 2016, technology professionals will surely continue to invest in and use data analytics as a marketing tool as a key way to effectively advertise.
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