Skip to content

Five Stats That Prove Marketers are Not Happy with Their Analytics

The results are in and definitive. Marketers are frustrated and increasingly challenged by the current state of their analytics support. Marketers rely on Google analytics, dashboards, CRM data and far too many disparate data sources to make decisions on where to invest their time and energy. 

In our joint study with Incisiv, where we interviewed more than 200 marketing executives, the biggest challenge they face is finding the gold in the vast wealth of data that is flung across disparate sources and systems. These are among the findings which we discuss further in our eBook, Navigating Blind Spots: The State of Digital Marketing.

At the core, the study highlights just how important timely and actionable insights are to improve digital marketing strategies. In particular, we found that 64% of marketers are dissatisfied with their analyst support. In fact, only 14% have a dedicated data analyst in their teams. The rest rely on shared resources. Key frustrations driving this alarming result:

  • 65% are disappointed with the speed of their customer analytics support.
  • 54% are unhappy with their customer analytics tools.
  • 53% are dissatisfied with the usefulness of their customer analytics.

These statistics expose several blind spots where marketers are not able to spot changes in their businesses quickly. The cause is inadequate, fragmented and hard-to-access data, coupled with business-as-usual analytics support from under-resourced teams.

Marketers are flying blind

Marketers aren’t able to utilize their data fast enough to truly affect their strategies. In looking at how often marketers track specific metrics with how often they are surprised by them the research found it to be a lot of the time. Specific product sales, email performance, digital advertising, including paid search, are tracked infrequently but marketers are frequently caught off guard by results. Other metrics like campaign performance and e-commerce sales are tracked often too but results still sneak up on marketers.

These results highlight that business-as-usual reporting doesn’t help spot outliers or new trends. To compete effectively in an increasingly complex and unpredictable world, marketers must discover and react to emerging shopper trends (e.g., toilet paper shortage, mobile app adoption) early. Regular reporting and business dashboards, while helpful, don’t do a good enough job of alerting companies about insight into their business operations and customer activity quickly enough. Only those that have a way of catching outliers early by deriving insights from non-intuitive or ‘hidden’ signals will have an edge in the future.

Blind spots are a result of not spotting outliers

Regular reporting and business dashboards, while helpful, are not well-suited to identify outliers or emerging trends when faced with massive amounts of customer data. To exemplify, these stats from the study highlight the impact and underlying frustration among senior marketers:

  • 76% are unable to leverage their customer data to its full potential.
  • 71% are unable to consistently uncover new opportunities for growth from customer data.

There is a solution

Outlier AI uses automated business analysis to inform marketing leaders of the highest-impact actions they can take every day. Outlier automatically analyzes marketing systems and data every night and delivers easy-to-understand but powerful insights into unexpected shifts in website traffic, paid campaign performance, product sales, CPM, and conversion rates. Without relying on dashboards or an analyst team, managers can quickly identify and address emerging issues or new growth opportunities to build a truly data-driven and nimble business.

If you are a data analyst/scientist supporting marketers, we’ve provided a toolkit with helpful insights and resources to explore and evaluate automated business analysis.

If you are a marketer, you can learn more here about how to better overcome the challenges we’ve discussed above. 

To obtain a copy of the study and learn more, you can read the full eBook here.