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The CMO Survey on Marketing Analytics and Marketing Technologies – February 2018


Here are few key trends relevant to Marketing Analytics and Marketing Technologies from the February 2018 CMO Survey.

First, companies currently spend 5.8% of their marketing budgets on marketing analytics. This percentage has not changed much since it was first measured in 2012. Companies expect to spend 17.3% of marketing budgets on analytics in the next three years but so far, we have not observed these increases happening. Interestingly, B2B-product companies are the biggest spenders.

Spending on Marketing Analytics Over Time
Second and more important than spending, reliance on marketing analytics to make decisions has increased from 30% to 42% of the time in the past 5 years, with B2C companies using analytics 55% of the time. I expect these numbers will continue to increase and so will the perceived contribution of marketing analytics.

The Use of Marketing Analytics Over Time
Third, the number of firms reporting the use of quantitative tools to demonstrate the impact of marketing spend has increased 28% over the last five years. This is an important trend and should bode well for marketers looking for a seat at the boardroom table.

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