US Execs Don't Agree About What's Driving Analytics Investment - eMarketer

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US Execs Don't Agree About What's Driving Analytics Investment

Marketers are seeking more tech- and data-driven opportunities

August 17, 2016

US senior decision-makers felt a number of varied factors impacted their analytics investments and objectives in Q1 2016. According to research, a plurality of executives—roughly one-fifth—blamed regulatory changes most, followed by economic (15%) and customer behavior shifts (13%).

Primary Factor Which Has Affected Their Analytics Investments/Priorities the Most According to US Senior Decision-Makers, Q1 2016 (% of respondents)

During Q1 2016, decision science and big data analytics solutions provider Mu Sigma polled 150 US senior decision-makers, at the director level and above, about influences on data and analytics investment.

According to the study, a number of diverse circumstances were said to affect respondents’ spend and goals for analytics over the past year. A plurality, but not a particularly strong one, blamed regulatory changes. But by and large, decision-makers were split about what affected their analytics investments and priorities, with small shares pointing to a variety of issues.

Earlier this year, another survey, from IDG Connect and Conversion Logic took a look at more specific challenges to measurement, according to US marketers. Again, obstacles were disparate with respondents reporting issues from data collection and centralization (59%), and reporting accuracy (50%) to alignment with company goals (44%).

Marketing Measurement Challenges According to US Marketing Executives, Feb 2016 (% of respondents)

Because of the diverse range of concerns, this may be why marketers are going all out for more tech-and data-driven operations. According to separate April 2016 research from Wrike, a little more than half of US marketers said they have begun to embrace “agile” marketing methods; an iterative approach to planning and executing activities derived from the often used Agile software development methodology. The practice includes shorter planning and execution cycles to allow for greater flexibility to meet goals within an increasingly real-time marketing environment.

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