Marketers are using analytics to unlock new opportunities, measure performance across channels, and maximize ROI. This report from Winterberry Group highlights the critical factors for successful adoption of an analytics program. It is based on surveys of more than 200 marketers and interviews with analytics agency and vendor executives. It provides an evidence-based examination of current and emerging marketing analytics use cases, industry challenges, and factors for success.
- The industry trends driving the importance of achieving business objectives
- How greater scrutiny of marketing and advertising budgets is amplifying the value of analytics
- The core organizational components that marketing leaders have compared to laggards