Marketing Leaders Disappointed with Return on Analytics: Gartner Report
More than half (54%) of senior marketing leaders are disappointed in the results of their analytics investment, according to this Gartner survey. It’s a complicated story with plenty of blame to go around, including poor data quality, lack of automation, leaders who reject findings they don’t like, and analysts who doesn’t offer clear results. Gartner doesn’t say so, but their result is part of a broad rejection of fact-based expertise in many domains. On the bright side: half the respondents say they have a CDP in place and 79% expect to have one within three years.