Econsultancy measurement-and-analytics-2015

15 April 2023 Copyright © Econsultancy

Measurement and Analytics Report 2015

In association with Lynchpin

Linus GregoriadisResearch Director, Econsultancy

15 April 2023 2

Background and methodology

• Eighth annual study• Online survey in April and May 2014• Nearly 900 respondents, including:

– 57% are client-side marketers and analysts– 43% are supply-side respondents

• Range of sectors

3

Starting with a measurement framework

and strategy...

15 April 2023 4

Two in five organisations don’t use a framework to structure their measurement requirements

Yes No0%

10%

20%

30%

40%

50%

60%

70%

58%

42%

57%

43%

Company respondents Agency respondents

15 April 2023 5

Two-thirds are lacking a formally documented data analytics strategy

Yes, with digital as part of this

Yes, but for digital analytics only

No0%

10%

20%

30%

40%

50%

60%

70%

18% 16%

66%

16%

24%

60%


15 April 2023 6

Less than a fifth have strategies which straddle the digital and non-digital worlds

Yes, with digital as part of this

Yes, but for digital analytics only

No0%

10%

20%

30%

40%

50%

60%

70%

18% 16%

66%

16%

24%

60%


7

15 April 2023 8

More companies are looking to grow their in-house analytics teams

2014 2015 2014 2015 2014 2015Technology Internal staff Consulting and services

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61% 56%46% 50% 44%

36%

37% 42%50% 44%

49%55%

2% 2%4% 6% 7% 9%

Increase Keep the same Decrease

15 April 2023 9

Fewer organisations are planning to increase their technology and consulting budgets

2014 2015 2014 2015 2014 2015Technology Internal staff Consulting and services

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61% 56%46% 50% 44%

36%

37% 42%50% 44%

49%55%

2% 2%4% 6% 7% 9%

Increase Keep the same Decrease

10

Data-driven customer insightdrives business strategy

15 April 2023 11

The vast majority (86%) indicate that their ‘understanding of customers is increasing over time’

31%

55%

9%5%

1%

Strongly agree Partially agree NeutralPartially disagree Strongly disagree

15 April 2023 12

More than half (55%) ‘use data effectively to build their understanding of customers’

10%

45%19%

21%

6%

Strongly agree Partially agree NeutralPartially disagree Strongly disagree

13

Movingfrom DATA

toACTION

15 April 2023 14

Two in five companies say more than half of their collated analytics data is useful for driving decision-making

2009 2010 2011 2012 2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

30%22% 27% 25% 29% 27% 29%

32%40% 35% 34%

33% 37% 32%

26% 27% 28% 31% 26% 27% 29%

12% 10% 10% 10% 12% 10% 11%

0-25% 26-50% 51-75% 76-100%

15 April 2023 15

Significantly fewer say that analytics ‘definitely’ drive actionable recommendations which make a difference to their organisation

2008 2009 2010 2011 2012 2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

26% 27% 31% 28% 23%29%

40%

23%

58% 55%58%

57% 63% 54%

52%

60%

16% 18%11% 14% 13% 15%

7%16%

1%1% 1% 2% 1% 1%

Yes, definitely Yes, sometimes No, not really Never

16

Tag managementand

data layers

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The proportion of companies using a TMS has more than doubled since 2013: from 24% to 54%

Yes, w

e / th

ey u

se a

pai

d-fo

r sol

utio

n

Yes, w

e / th

ey u

se a

free

solu

tion

No, b

ut w

e / th

ey a

re co

nsid

erin

g th

is No0%5%

10%15%20%25%30%35%

22%

32%

19%

27%

21%

30% 28%

22%


15 April 2023 18

But less than half (46%) have mapped out a data layer for their TMS

Yes No, but we / they want to do this

No0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%46%

42%

13%

37%40%

23%


19

Support

15 April 2023 20

Areas where support from vendors is most in demand

Advising what tools are most appropriate for a specific task

Recommending the best way of making the most of a specific tool

Supporting integration with other tools and technologies from the same vendor

Supporting integration with other tools and technologies from other vendors

Training end users to make the most of the tool

Translating business requirements into analytics requirements

Supporting deployment

31%

41%

44%

44%

51%

53%

54%

44%

47%

41%

35%

31%

29%

33%

25%

13%

15%

20%

18%

19%

13%

Critical Important Nice to have

15 April 2023 21

Criticality of support or consultancy requirements versus performance of analytics vendors

Advising what tools are most appropriate for a specific task

Supporting integration with other tools and technologies from other vendors

Translating business requirements into analytics requirements

Training end users to make the most of the tool

Supporting integration with other tools and technologies from the same vendor

Recommending the best way of making the most of a specific tool

Supporting deployment

75%

80%

81%

82%

85%

87%

87%

35%

48%

52%

51%

57%

55%

59%

Proportion of companies rating their analytics vendor as 'excellent' or 'good'Proportion of companies saying these requirements are 'critical' or 'important'

15 April 2023 22

At an overall level, companies are significantly more likely to be happy than unhappy with their vendors

15 April 2023 23

At an overall level, companies are significantly more likely to be happy than unhappy with their vendors

15 April 2023 24

Generally respondents are also satisfied with the pace of technology changes

25

BIG DATA tech

15 April 2023 26

Those who have deployed a big data technology solution are still in the minority (11%), but a further 24% are considering one

Yes, we / they have deployed a solution

No, but we / they are considering this

No0%

10%

20%

30%

40%

50%

60%

70%

11%

24%

65%

6%

29%

65%


15 April 2023 27

Among those that use a big data solution, just under half (45%) say they use cloud-based technologies

Yes, cloud-based solution No, we / they use our / their own hardware

0%

10%

20%

30%

40%

50%

60%

70%

80%

45%

55%

75%

25%


15 April 2023 28

Just under a third (30%) say they use Hadoop

Hadoop

In-h

ouse s

olutio

n

Google

Big

Query

MongoDB

Amazo

n Redsh

ift

Cloudera

Ora

cle E

xaData

Oth

er0%

5%

10%

15%

20%

25%

30%

35%30% 30%

11%

5%3% 3% 3%

16%

29

A crisis in confidence aboutmarketing attribution?

15 April 2023 30

More than half (58%) of companies are using attribution

Yes No0%

10%

20%

30%

40%

50%

60%

70%

58%

42%

57%

43%


15 April 2023 31

But only 8% of those using a model are ‘very confident’ that it is based on facts about their data and business

Very confident Quite confident Unsure Not confident at all0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

8%

45%

34%

13%9%

36%38%

17%


15 April 2023 32

Summary

• Companies increasingly using data to build understanding of customers and then adapt customer experience accordingly.

15 April 2023 33

Summary


• Many organisations lacking both a multichannel data analytics strategy and a measurement framework.

15 April 2023 34

Summary


• Many organisations lacking both a multichannel data analytics strategy and a measurement framework.

• Respondents positive about vendors though room for improvement.

15 April 2023 35

Thank you

Download the full Econsultancy / Lynchpin Measurement and Analytics Report

ecly.co/lynchpin-2015

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