Based on a survey of 100+ marketing professionals, this report explores how marketers use analytics, the tools they prefer, the challenges faced, and what opportunities lie ahead.
Key Takeaways:
- 58% of marketers don’t consistently use analytics tools.
- Major hurdles include poor data quality, tool complexity, and lack of integration.
- Top uses: ad spend tracking, lead generation, and customer profiling.
- Sophisticated, integrated tools are underused—only 14% use end-to-end platforms.
- Investment in data literacy and analytics training is critical.