The State of Marketing Analytics

While marketing analytics has grown exponentially over the last decade, it still struggles to provide value in many organizations. And with a recession uncertain, budgets face scrutiny for teams that cannot show substantial value.

In over two decades of work with over 75+ Fortune 2000 companies, we have developed a framework to assess maturity in marketing analytics. To understand the current state of marketing analytics across industries, we conducted a comprehensive benchmark study to assess a performance baseline and prioritize improvement areas. Within these pages, we hope to help Marketing Analytics leaders get a sense of where they stand and the improvement areas that matter.

This Report

Our 2023 benchmark report “The State of Marketing Analytics” lays out:

• Direct-from-the-source challenges and priorities heard from marketing analytics leaders
• Key insights on how organizations are maintaining, running, and growing their analytic functions
• Go-forward actions for marketing analytics teams to improve processes and advance analytics

Select Insights

• 67% of benchmarked organizations said that adding data to a centralized data lake requires centralized IT support and takes significant time to accomplish
• 38% said that no version control system is in place; code is saved locally or on network drives
• More than 50% said they had limited to no data scientists or engineers
• 33% said they had no process to ensure campaigns, tactics, and cells are appropriately tagged