Aug 2, 2014 10:16:24 AM

Data-driven marketing is a thing of the present


A measurement and analytics report conducted recently by Econsultancy and Lynchpin looked at the current era of data-driven marketing. The partnership studied nearly 1,000 digital analysts and marketers about a broad range of topics.

In terms of analytics driving business insights, 92 percent of those surveyed said they agree with the statement “analytics drive actionable recommendations that make a difference to organizations.” On top of that, 40 percent also said that analytics “definitely” drove up actionable recommendations, compared to 29 percent who said the same last year.

Forty-three percent said that analytics helped their business growth by acquiring new customers, and 42 percent also said that analytics improved their marketing ROI.

While analytics can be mostly about the numbers, the majority of those surveyed said that it helped their customer connection to flourish:

  • 43 percent said analytics helped identify patterns of content engagement and campaign response
  • 56 percent said analytics helped track behavior across multiple channels and devices
  • 53 percent said analytics helped with personalization and targeting
  • 49 percent said analytics assisted in indentifying valuable clusters or segments of customers
  • 44 percent said that analytics help in evaluating the entire customer experience

The survey also asked which areas digital marketers find have the biggest skill gaps:

  • 47 percent said there is a significant gap in knowing how to utilize digital analytics tools
  • 40 percent referenced a statistical modeling skills gap
  • 37 percent said there is a conversion rate optimization skills gap
  • 36 percent said there is a skills gap in using business intelligence


  1. “Eight interesting digital marketing stats we saw this week.” 2014. Econsultancy.com
  2. “Measurement and Analytics Report.” 2014. Econsultancy.com