All the respondents Regalix contacted agreed that marketing analytics was important for their marketing success. 84% of them rated it as very important; the remaining 16% rated it as somewhat important.
Companies are Getting Better at Tracking Results
Comparison to last year, a larger number of marketers who said they were able to track the ROI of their investment in analytics with some degree of success; and the positive impact it seems to have had on their sales revenue.
As against 75% of respondents last year (Ref: State of B2B marketing metrics & analytics 2015), 86% of marketers who had invested in analytics this year said they were either very successful or somewhat successful in tracking the ROI of their investment in analytics; and only 14% of respondents said they failed in tracking ROI in comparison to 25% last year.
My experience has been that tracking activities leads to better performance. The report found that
29 % of respondents said marketing analytics has helped increase their organization’s sales revenue by over 26%, in comparison to only 17% who said so last year.
Better Tracking Improves Allocation
Survey respondents also indicated that tracking activities also helps with the allocation of marketing resources. The report indicated identifying marketing channels that provide the most ROI (79%) tops the list of key benefits pursued by marketers in analytics, followed by the benefit, helps in allocating marketing spends more effectively (68%).
Access 2016 State of B2B Marketing Metrics and Analytics Report
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