The Internet is an amazing source of data that, if mined, can produce a wealth of knowledge. But according to this year’s CMO Survey, only one-third of marketers are able to prove the impact of their marketing spend Tweet This!, only half are able to obtain a good qualitative sense of the impact, and almost 20% are able to measure any impact whatsoever. It’s no wonder that marketing analytics expenditures are expected to increase 66% in the next three years .
As the percent of overall consumer and business purchase journeys migrate online, marketers recognize they need to get a message in front of relevant audiences where they are. Content marketing, social media marketing, and influencer marketing spends continue to rise as other marketing channels reach saturation.