US CMOs Report No Growth in Use, Influence of Marketing Analytics

Despite all the focus on analytics, fewer than one-third of projects use available or requested marketing analytics, and that figure hasn’t changed in some time. That’s according to the latest installment of the CMO Survey [pdf] from Duke University’s Fuqua School of Business, which also finds the reported contribution of marketing analytics to firm performance to be flat, and few companies to be formally evaluating the quality of their analytics. (more…)