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CMOs Continue to Report Low Usage of Marketing Analytics

Source: The CMO Survey [pdf] (Duke University’s Fuqua School of Business) Notes: Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack […]

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Friday Research Wrap, 8/28/2015

Brands aren’t easing up on their email activity, with average volume across industries increasing by 16.1% year-over-year in Q2, per Experian Marketing Services’ latest quarterly benchmark report [download page]. That marks the 11th quarter of increases and the 10th consecutive quarter of double-digit volume increases. In this latest quarter, consumer products and services (+20.7%) and […]

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Which Industries Lead in Consumer Perception?

Source: Gallup Notes: The computer industry enjoys the best reputation with consumers, per Gallup, with 69% having a positive view of it versus just 10% with a negative view. The resultant net rating (% positive minutes % negative) of +59 points is almost double-digits ahead of restaurants (+50), the next-highest rated. Some other industries with […]

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Online Customer Reviews Remain Highly Influential in Consumers’ Local Business Decisions

North American consumers are increasingly reading online customer reviews to determine if a local business is a good business, though maybe not quite with the same frequency as last year, according to BrightLocal’s latest annual Local Consumer Review Survey. The survey – fielded among 2,354 US (90% share) and Canadian (10%) consumers – finds that […]

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CMOs: Marketing Budget Growth Expected; ROI Problems Persist

CMOs in the US expect marketing budgets to rise by 5.5% in the next 12 months, according to the latest edition of the biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business. While CMOs’ level of budget optimism is weaker than in the February edition of the study (+8.7%), it’s stronger than in […]

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