Group items tagged

Among those with budgets over $1 million, while 85% said they used analytics, 71% said they had a formalized way of doing so.

Marketers focused most on internal resources to measure the success of their programs, with 86% using internal data, 74% relying on internal teams and 52% on internally developed tools.

Much of this effort is directed toward justifying marketing programs, but the marketers surveyed often lacked an effective way of communicating the success—or otherwise—of their campaigns to other executives. While three-quarters of marketers begin initiatives with clear goals set out, only 56% have a system for letting company executives know how the campaign fared.