MARKETING

ANALYTICS
BENCHMARKS, INSIGHTS, & ADVICE
 Benchmarking Report  

EXECUTIVE SUMMARY

A key marketing challenge is demonstrating value and relevance. Marketers generally agree that marketing
analytics can help marketers measure their contribution to the organizations they serve.
 
In April 2013, Demand Metric conducted a benchmarking study to examine how marketing analytics is being
adopted, adding value, and becoming integrated into overall marketing strategy.

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.
 
This report details the results and insights from the analysis of the study data.
 Benchmarking Report  

TABLE OF CONTENTS

1)  Research Methodology 7)  Impact of Marketing Analytics

2) State of Marketing Analytics 8) Influence on Decision Making

3)  Attitude Toward Marketing Analytics 9) Credibility of Data & Insights

4)  Biggest Challenges 10)  Chief Analyst Bottom Line

5) Use of Marketing Analytics Data 11)  Acknowledgements

6) Budget Allocation 12)  About Demand Metric Benchmarking

 Benchmarking Report  

RESEARCH METHODOLOGY

The Demand Metric 2013 Marketing Analytics Survey was administered online over a period of April 17th through
May 3rd, 2013. During that time, over 700 responses were collected, 622 of which were complete.

All members of the Demand Metric community received email invitations to participate in the survey, and
participation was encouraged through a random draw incentive for an iPad Mini.

While respondent email addresses were collected in order to facilitate the prize drawing, no identifying
information was retained or considered in the analysis of the survey data.

Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results
and draw statistically significant conclusions.
 

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 Benchmarking Report  

RESEARCH METHODOLOGY

The information collected about the survey respondents to enable cross-tabulation analysis is summarized here:
 
Type of Marketing Organization: Job Titles:

§  B2B: 74%

§  B2C: 26%
 
Geographic Location:

§  North America: 72%

§  Europe: 11%
§  Rest of World: 17%
 
Size of Organization (# employees):

§  Small (1 to 100): 53%

§  Medium (101 – 1000): 30%
§  Large (1000+): 17%
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 Benchmarking Report  

STATE OF MARKETING ANALYTICS

The first question considered in this study asks: “What statement best describes the state of marketing analytics
in your organization?” Respondents were allowed to choose one response:

This question reveals that:  

§  29% of respondents are doing nothing or

are searching for a way to start.

§  32% of respondents are experimenting to

find the best set of analytics, but those
analytics are not yet influencing the
organization’s behavior or actions.

§  39% of respondents report they are

tracking meaningful analytics.
   
   
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