Marketing Analytics

Marketing Technologists Play Pivotal Role In Move To Data-Driven Marketing

The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap. “IT and marketing are blurring…

August 7, 2013
Written by Jonathan Lee, Associate Editor

B2B E-Commerce U.S. Transactions Total $559 Billion

B2B companies are increasingly adopting e-Commerce as a means of marketing and selling their products and services, according to a BtoB Magazine report titled: “The Emerging Role of B-to-B E-commerce.” The online survey was sponsored by SAP’s Ariba, Inc. and conducted in March and April with more than 220 marketers.…

June 17, 2013
Written by

More Spending On Analytics, Data Management, Accenture Study Finds

According to a report from Accenture, 40% of top marketing executives don’t feel prepared to meet their objectives, citing inefficient business practices among the top impediments to performance. In response to these concerns, executives reported that they are shifting their investments to analytics to measure the changes in demand for…

April 30, 2013
Written by Kim Zimmermann

Visual Analytics: New Maps For Data-Driven Marketing

Data analytics has never lacked for coordinates. Filling a spreadsheet with lead scoring algorithms, customer retention costs or predictive conversion metrics is second nature for most B2B marketers. While the coordinates have provided an embarrassment of riches, the accompanying cartography has been barren. However, analytics is about to get a…

April 2, 2013
Written by

MarketingSherpa Unveils Results Of The Marketing Analytics Benchmark Study

MarketingSherpa, a research firm, released its 2013 Marketing Analytics Benchmark Report, which explains how marketers are justifying their marketing decisions and proving the return on marketing investments, according to a company release. In the report, MarketingSherpa found that although 40% of marketers have an average amount of data, approximately 50%…

February 18, 2013
Written by

Marketing Measurement: Lost In Translation

At a DemandCon event session earlier this month, Jon Russo, Founder and CEO of B2B Fusion Group, asked a room full of marketers how many were still using Excel spreadsheets to track their performance. About 90% of them raised their hands. Russo said he wasn't surprised at the show of…

October 23, 2012
Written by Matthew S. McKenzie

Lenskold Group/Pedowitz Group Study Offers New Insights Into Marketing Automation Effectiveness

Over the past 12 months, we've seen a series of high-profile studies that establish the relationship between marketing automation, marketing ROI metrics and successful lead-generation strategies. This week, there's an especially notable addition: the 2012 Lenskold Group/The Pedowitz Group Lead Gen Marketing Effectiveness Study. The study (conducted with assistance from…

September 18, 2012
Written by