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 in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics’ contributions to their firms’ performance.
Overall, marketing analytics are most apt to be used for customer acquisition, customer retention, social media and segmentation, per the report.
About the Data: The CMO Survey is administered twice a year via an Internet survey. The August 2015 survey was the 14th administration of The CMO Survey. The results are based on responses from 255 top US marketers at Fortune 1000 and Forbes Top 200 companies as well as top marketers who are AMA members or Duke University Alumni and Friends. The survey was fielded from July 14-August 2, 2015.