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Why Are Businesses Now More Willing To Invest In Performance Metrics?

AutoMarketers Don't Agree About What's Driving Increased Investments in Analytics

Marketers seeking more tech and data-driven opportunities

US business decision-makers state that multiple and varied factors have been their motivation for analytics investments and objectives in Q1 2016. According to recent research, a plurality of executives—roughly one-fifth—blamed regulatory changes most... This is followed by economic (15%) and customer behavior shifts (13%).

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%).

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 Wrikea little more than half of US marketers said they have begun to emb...; 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.


A wide variety of organizations are investing significant resources into analytics tools that help them attribute marketing campaigns to different devices and channels. According to an October 2015 eMarketer forecast, more than half of US companies are expected to use multichannel attribution models by 2017.

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


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