Beyond those leading objectives, slightly more than one-quarter cited a variety of others, including measuring attribution and interactions across channels (28%), improving data hygiene and quality issues (27%), and funding new analytics tools and solutions (27%).
Improving data quality might be a particular area of focus for B2B companies. A recent study from NetProspex found that 64% of B2B companies suffer from “unreliable” marketing data.
Meanwhile, 53% of marketers surveyed by MarketingSherpa plan to increase their investment in marketing analytics this year. That should ease concerns for the 15% who pointed to budget constraints as their greatest challenge to effective use of analytics.
About the Data: The MarketingSherpa report excerpt was sponsored by Paramore. The data is based on a survey of 1,131 marketers conducted in November 2012.