b2b marketing analytics-report

Spotlight RepoRt

TechnologyMarketing

Group PartnerSponsored by

MaRketing analyticS

http://www.linkedin.com/groups?mostPopular=&gid=43707

Marketing anaLYtiCS rePOrt | Read the 2014 suRvey Results 2

SPONSORS We would like to thank our sponsors for supporting the Marketing Analytics Report

IDG Enterprise | www.idgenterprise.comIDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio.

Demandbase | www.demandbase.comDemandbase is the leading targeting and personalization company for B2B. The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that enables marketers to connect campaigns directly to revenue. Demandbase makes it possible for businesses to deliver personalized ads targeting specific businesses across the web, and then tailor the messages on their websites to convert these companies to customers. The B2B Marketing Cloud connects to existing sales and marketing technologies – including CMS, CRM, marketing automation, analytics, chat and others -- and provides a unified view of all activity across the entire sales funnel. For more information, visit http://www.demandbase.com.

Progress | www.progress.comProgress is a global software company committed to delivering market-leading technology innovations. Our technology is used by nearly 140,000 organizations in more than 180 countries. Geared towards sales & marketing operations, Progress Easyl is a new kind of data integration tool that empowers you to break open data silos, overcome integration challenges and simplify the process of accessing, cleansing, blending and then reporting on it. Delivered as a cloud service, Easyl does all the heavy lifting, so you can stay focused on your work and deliver immediate results. For more information, visit www.progress.com/easyl.

Jedox | www.jedox.comJedox is one of the leading providers of Business Intelligence and Performance Management solutions. Jedox‘ self-service concept allows users in all departments to model individual planning, analysis and reporting functions quickly and easily. Jedox applications utilize the user-friendly Excel interface, and are hence very intuitive to use. Currently, over 1.100 companies with more than 10.000 users — independent of industry sector, both in medium-sized companies and large corporations — have placed their trust in Jedox’ solutions. Jedox fol lows innovative paths and as a result was recognized as a “Cool Vendor” by the Gartner Group in 2013. http://www.jedox.com

Prelytix | www.prelytix.comPrelytix provides B2B companies behavior intelligence, using predictive analytics, about the organizations they care about related to their activity against specific keywords and phrases. We do this through the ongoing daily gathering and analysis of billions of data points from across the web utilizing proprietary tools, processes, and scoring algorithms. Each program is custom designed for our clients based on their specific needs. This results in better intelligence about prospects, more efficient utilization of resources, and higher revenues opportunities for our clients.

http://www.idgenterprise.com

http://www.demandbase.com


http://www.progress.com/easyl


http://www.jedox.com


http://www.prelytix.com

http://www.idgenterprise.com




http://www.prelytix.com


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INTRODUCTION

This new report explores the goals and challenges associated with marketing

analytics, and how marketing success is measured, evaluated, reported and

optimized.

We surveyed more than 500 marketing professionals in the Technology

Marketing Community on LinkedIn and distilled the survey findings into this easy

to digest, information-rich report to provide you with valuable benchmarks for

your own marketing planning.

Many thanks to everyone who participated in this survey.

We hope you will enjoy this report.

Holger Schulze

holger Schulze

Group Founder Technology Marketing Community on LinkedIn

Welcome to the Marketing analytics Report 2014.

Email: [email protected]

TechnologyMarketing

Group Partner

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http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013

mailto: [email protected]

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https://www.linkedin.com/profile/view?id=420307

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SURVEY HIGHLIGHTS

Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.

Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.

Lack of resources, data quality, and lack of system integration are the most mentioned challenges.

Marketing analytics budgets are expected to grow for about half of respondents.

The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.

top-5 trends in Marketing analytics


1 HOw DO YOU USE DaTa TO mEaSURE maRkETING EffECTIVENESS?

0% 20% 30% 50%10% 40%

We routinely gaininsight from analytics

We occasionally gaininsight from analytics

We rarely turn toanalytics for insight

We do not use or haveaccess to analytics

Other / Not sure

We lack the tools or skills to turndata into actionable information

28%

We are not collecting or have accessto the data we need for analytics

2%

2%

8%

11%

3%

46%

are not able to access or use data tomeasure their marketing effectiveness.

15%

46 percent of survey respondents routinely gain insight from marketing analytics. 28 percent only occasionally. 15 percent of respondents are not able to access or use data to measure marketing effectiveness.


2 wHaT aRE THE mOST ImPORTaNT maRkETING aNaLYTICS BENEfITS?

Marketers expect 4 key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI (47 percent), (2) better prioritization of marketing tactics (45 percent), (3) better marketing message and positioning (43 percent), and (4) better demonstration of the value marketing contributes to sales (41 percent).

0% 20% 30% 50%10% 40%

47%Understanding which marketingplatforms provide the most ROI

Better prioritization of marketing mix tactics

Demonstration of the value of marketing / sales

Common basis for decision-making

Better prediction of customer behavior

Better marketing message and positioning45%

Better utilization of resources 30%41%43%

29%29%29%Faster revenue growth

More precise responses to customer needsBetter understanding of market

conditions and trends

3%

28%27%

Complete understanding of themarketing and purchase cycle

Reduction of marketing cost 17%20%

Other / Not sure


0% 20% 30% 50%10% 40% 70%60% 80%

74%Acting on analytics to improve

marketing performanceGaining better visibility

into sales funnel

Gaining executive-levelawareness and support

Improving competitive analysis

Hiring data-savvy marketing talentand/or training current staff

Measuring marketingattribution across channels

Accelerating the analytics processfrom data collection to insight

67%

40%

33%

29%

Funding new analytics tools

Other / Not sure

20%

7%

7%

72%

54%

26%

32%

24%

20%

5%

7%

8%4%

3 wHaT aRE THE mOST ImPORTaNT BUSINESS OBjECTIVES fOR maRkETING aNaLYTICS (BY maTURITY)?

Gaining actionable insights from marketing analytics is by far the most important business objective for all marketers regardless of marketing analytics maturity. 74 percent for marketers who routinely gain insight from analytics vs 72 percent from marketers who rarely use analytics). Gaining better visibility into the sales funnel is less important for marketers who rarely use analytics (54 percent) compared to marketers who use it routinely (67 percent). When it comes to measuring marketing attribution across channels, this is much more important to routine users (40 percent) compared to organizations that rarely use marketing analytics (26 percent).

Marketers who routinely gain insight from analytics

Marketers who occasionally/rarely/never gaininsight from analytics


0% 20% 30% 50%10% 40% 60%

Combining data from multiple sourcesto draw correlations and insight

Reducing the time taken toanalyze and interpret results

Reducing reliance on manualExcel data manipulation

Integrating disparate systemsand silo’d data

Reducing the reliance on other internal departmentsto help manage the process (e.g. IT Dept)

Reducing amount of time wastedmanaging fragmented data sources

49%

Improving data hygieneand quality issues 46%

36%

27%

49%

Other / Not sure

51%52%

44%

39%

32%

23%

36%

16%

8%

33%

7%

4 wHaT aRE THE mOST ImPORTaNT OPERaTIONaL OBjECTIVES fOR maRkETING aNaLYTICS (BY COmPaNY SIzE)?

From an operational perspective, marketers are looking to combine data from multiple sources to draw correlations and gain better insights. Whether they come from large organizations (51 percent) or smaller ones (52 percent). The difference between both is more pronounced when it comes to improving data hygiene and quality issues which is more important to larger organizations (46 percent) than smaller ones (32 percent). This difference in priority is likely due to the larger number of disparate systems in larger organizations.

Organizations with 1,000 or more employees

Organizations with less than 1,000 employees


5 GREaTEST CHaLLENGES fOR maRkETING aNaLYTICS (BY SIzE)

The key challenges differ significantly, depending on company size. For larger organizations with more than 1,000 employees, lack of systems integration (54 percent) and issues with data quality and integrity (44 percent) top the list. For smaller organizations with less than 1,000 employees, lack of resources to execute (33 percent) and the time required to collect and analyze data (32 percent) present a challenge.

0% 10% 20% 30% 40% 50% 60%

54%

Lack of resources to execute

Issues with data qualityand integrity

Inability to generate useful insightand action from data

Budget constraints

Lack of proper analytics tools

Lack of systems integration

Lack of know how in usinganalytics tools

44%

34%

31%

Time required to collectand analyze data

Lack of strategic vision / roadmap

Lack of alignment between dataand marketing segmentation

2%

26%

Other / Not Sure

28%

29%

32%

19%

33%

30%

28%

21%

26%

24%

4%

21%

21%

19%

27%

29%

Organizations with 1,000 or more employees

Organizations with less than 1,000 employees


6 wHaT PERCENTaGE Of maRkETING BUDGET IS SPENT ON maRkETING aNaLYTICS?

54 percent of organizations spend up to 20 percent of their marketing budgets on marketing analytics. Most frequently they spend about 10 percent.

0

of marketers spend up to 20 percent of marketing budgets on analytics.

10 20 30 40 50 60 70 80 90 100 Not sure / Other0%

10%

20%

30%

40%

Spending in %

Responses in %

54%

18%19%

5% 2% 2% 0% 0% 0% 0% 0%

38%

16%


7 HOw aRE BUDGETS CHaNGING OVER THE NExT 12 mONTHS?

Marketing analytics budgets are expected to grow for almost half of respondents (46 percent). Budgets will likely stay flat for 35 percent of marketers and shrink for only 3 percent.

16% | Not sure

35% | Remain the same

46% | Increase

Budgets are expected to grow

3% | Decrease35%

16%3%

46%


8 wHaT aREaS SEE aDDITIONaL INVESTmENT?

Data integration tools (33 percent), analytics tools (28 percent) and training (27 percent) are most frequently mentioned areas of additional investment.

0% 10% 20% 30% 40%

Data integration with other applications

Purchase of analyticstools/platforms/software

Staffing of in-house personnel/analysts

Hiring of external analysts/consultants

Training

28%

Purchase of analyst reportsand benchmark studies

25%

14%

12%

32%

27%

Other / Not sure

33%


9 wHaT aRE THE mOST POPULaR maRkETING aNaLYTICS TECHNOLOGIES?

The most popular marketing analytics technology are traditional spreadsheets (66 percent) due to their flexibility, broad availability and ease of use. Also interesting is the strong preference for cloud and SaaS based tools (33 percent) over on-premise installed software (13 percent). This is likely due to marketing having better control over purchase and deployment of cloud and SaaS applications without having to rely as much on internal IT resources for support and integration.

0% 20% 30% 50%10% 40% 60% 70%

66%Spreadsheets

Dashboards

Presentation software or tools

Business intelligence tools

Embedded analytics components

Cloud / SaaS based analytics solution54%

Database querying tools 25%26%

33%

21%20%

17%Data visualization tools

Statistical analysis software

On-premise / installed analytics software14%13%

Data modeling tools

Programming languages7%7%11%Other / Not sure


10 wHaT maRkETING aNaLYTICS CaPaBILITIES aRE mOST ImPORTaNT?

Dashboards (48 percent), real-time reporting (39 percent) and predictive analytics (34 percent) are the analytics features most important to marketers.

0% 20% 30% 50%10% 40%

48%Dashboards

Real-time reporting

Cross-channel view of results

Custom reporting

A/B and multivariate testing

Predictive analytics39%

Advanced customer behavior analysis 30%30%

34%

27%24%24%Integration of online and offline data

Integration with Microsoft Office apps

Mobile device support10%9%

OLAP and ad-hoc query support

Other / Not sure8%9%


11 wHaT aRE THE mOST POPULaR maRkETING aNaLYTICS VENDORS?

The most popular apps for marketing analytics are Google Analytics (58 percent) and Microsoft Excel (51 percent). Outside of these major players, the marketing analytics space is still very fragmented with many analytics vendors competing for marketing dollars.

0% 20% 30% 50% 60%10% 40%

58%Google Analytics

Microsoft Excel

Oracle

SAP

SAS

Salesforce

51%

Tableau

8%

18%

46%46%

7%

5%

Other / Not sure

7%


12 wHaT maRkETING TaCTICS DO maRkETERS TRaCk aND aNaLYzE?

The most tracked and analyzed marketing tactics are website (80 percent) and email marketing (77 percent), reflecting how these tactics both dominate the marketing mix and produce a wealth of data to analyze. It is noteworthy that popular tactics such as video and mobile marketing still get little attention when it comes to marketing analytics.

0% 20% 30% 50%10% 40% 70%60% 80%

80%Website

Email marketing

Social media marketing

PPC (Paid Search) marketing

Display / banner advertising

SEO (Organic Search) marketing

Content marketing

77%

59%56%

46%

Video marketing

Mobile marketing

7%

43%36%

17%14%

Other / Not sure


13 wHaT EmaIL maRkETING mETRICS aRE TRaCkED?

Open rate (77 percent) and clickthrough rate (73 percent) are the most commonly (and most easily) tracked email marketing metrics.

0% 20% 30% 50%10% 40% 70%60% 80%

76%Open rate

Clickthrough rate

Conversion rate

Clicks-per-link in email

Deliverability rate

Unsubscribe rate

Clicks-per-email

73%

59%56%

47%

List size

Social sharing rate

5%

43%42%

27%21%

Other


14 wHaT SOCIaL mEDIa mETRICS aRE TRaCkED?

Social reach (62 percent) is the most routinely tracked metric for social media marketing. The more complicated the metric, the less likely it is used (share of voice, for example).

0% 20% 30% 50%10% 40% 70%60%

62%Social reach (# of followers, likes,members, subscribers, etc )

Traffic referrals by socialmedia channel

Engagement per post / Tweet

Top influencers

Sales by social media channel

Leads by social media channel

Conversion rate by socialmedia channel

45%

42%39%

30%

Share of voice/conversation (% ofconversation about you versus competitors)

Brand sentiment (ratio of positiveto negative mentions)

7%

20%18%

18%16%

Other


15 wHaT SEO mETRICS aRE TRaCkED?

Keyword rankings (56 percent) and sources of organic traffic (52 percent) are the most tracked metrics for search engine optimization (SEO).

0% 20% 30% 50%10% 40% 60%

56%Keyword rankings

Top sources of organic traffic

Clickthrough rate

Keyword clicks

Unique search terms driving traffic

Percentage of total trafficfrom organic search

Keywords triggering search results

51%

48%46%

43%

Keyword movement(e.g. month-over-month)

Conversion rate by key term

42%38%

30%26%

Branded vs. non-brandedorganic search traffic

8%Other

24%


16 wHaT CONTENT maRkETING mETRICS aRE TRaCkED?

Content views (56 percent), downloads (55 percent) and leads (53 percent) are the most commonly tracked content marketing metrics.

0% 20% 30% 50%10% 40% 60%

Views

Downloads

Duration (time on page)

Conversion rate

Comments per post

Leads

55%

Likes, +1's, Tweets, Shares

39%

38%

38%

24%

53%

Other / Not sure 5%

56%


17 wHaT wEBSITE maRkETING mETRICS aRE TRaCkED?

Visits (80 percent) and views (71 percent) are the most tracked website metrics.

0% 20% 30% 50%10% 40% 60% 70% 80%

Visits

Views

Bounce rate

Exit rate

Other

Page view duration

71%

Conversion rate

60%

54%

30%

61%

5%

80%


DEmOGRaPHICS & mETHODOLOGY

This survey was conducted from April through June 2014. We collected 503 responses from B2B marketing professionals – here is a detailed breakdown of the demographics.

Marketing Communications

0% 10% 20% 30% 40% 50% 60%

Corporate Marketing

Marketing Operations

Digital Marketing

Product or Solutions Marketing

JOB FUNCTION

High Tech

0% 10% 20% 30% 40%

Advertising/Marketing/PR/Media

Business Services

Manufacturing

Telecommunications & Utilities

Other

INDUSTRY COMPANY SIZE (EMPLOYEES)

29% | 10-99

27% | Fewer than 10

24% | 100-999

7% | 1,000-4,999

4% | 5,000-9,999

4% | 10,000-49,999

1% | 50,000-99,999

4% | more than 100,000

Manager

0% 10% 20% 30% 40%

Director

VP

CEO / President / Owner

Consultant

Other

JOB TITLE