We all know just how important data is when making business decisions, and as marketers continue to gather more data through more touch points with their clients it will be critical to figure out how to effectively use this data. Especially now that consumer behaviour has changed by shifting drastically to more online behaviour since COVID-19 .
As a brand you can now capture a lot more engagement and user behaviour than ever before across your website, social media, app, email and paid for advertising.
I'm going to share with you some really interesting insight from a recent study conducted by Google and Forester to find out how marketers are using their data today vs how they want to use analytics in the future.
Forrester surveyed 750 marketing decision-makers from large enterprises across various industries in the U.S., U.K., France, Germany, Australia, and Japan.
The biggest outcome was the revelation that marketers are struggling to manage the VOLUME of data they are getting in. There is an underlying theme coming through from the research pointing to machine learning to help overcome this challenge in the near future.
Less than half of all marketers use cross platform analytics
Marketers who are struggling to understand and shift through all the data are definetly not alone as more than half who were surveyed struggled with this challenge. A lot of the time data is siloed with different teams and finding analytical tools to provide a single view solution was challenging.
Here's the punchline...84% of the decision makers agree that cross platform analytics is " CRITICAL" but only 43% are actually implementing a solution to solve this. This demonstrates that most marketers are using separate tools to measure the success of each marketing asset for websites, apps, email etc proving it difficult to get a complete picture.
If your interested in finding out more about this report here is the link