In April, Gartner released the results of their 2013 Data-Driven Marketing survey. 242 marketing analytics professionals were surveyed in late 2012 to understand how organizations collect, analyze and use customer and market data. A couple of the key results from the survey were:
- Twenty-one percent of the marketing budget is allocated to marketing analytics, but many marketers struggle to make analysis actionable.
- Forty-two percent of marketing data comes from external sources, including social networks, which points to the growing influence of relationships in marketing.
From our perspective, however, this is the most interesting finding…
Many organizations see their analytics operations as a bit chaotic, because each task requires a different model to be built or has its own analytics tools. A typical analytics tool inventory includes multiple cloud-based tools for Web, social, search engine marketing, advertising and email marketing. Analytics service providers, such as data aggregators, add to the mix. Only a small fraction of organizations have stepped up to the challenge of integrating the analytics processes and tools to get the big picture.
We hear about this chaos regularly as we talk to organizations. And it seems as if a new analytic silo is introduced weekly. Just last week, Twitter opened up their performance analytics for tweets.
This is why we started Origami Logic. Our vision is to help digital marketers break down the growing number of data silos so they can easily measure and drive the performance they need to achieve their goals. You can read more about our thoughts on data silos in marketing by going here.