State of Marketing Analytics Benchmarking Report

In April 2013, Demand Metric conducted a benchmarking study, with 622 respondents, to examine how marketing analytics is being adopted, adding value, and becoming integrated into overall marketing strategy.  Here is a link to the final report.

A survey was used to collect data, and its analysis provides these key findings:

• World leaders: North American organizations lead the world in meaningful marketing analytics initiatives
• Size matters: large organizations are having more marketing analytics success than SMBs.
• Money talks: those who are allocating greater portions of marketing budgets are getting more from their 
analytics initiatives.
• Keeping it in the family: analytics data is largely staying inside the marketing department.
• Perception isn’t reality: CEOs, presidents, SVPs and business owners have a significantly higher opinion of 
the credibility of marketing analytics data than do members of the marketing organization.

We'd like to keep the discussion going about Marketing Analytics in mid-sized enterprises, so check out this report and tell us: what is your biggest challenge with capturing marketing metrics and analyzing results?