The message around data-driven marketing is clearly resonating with marketing leaders in the APAC region.

  • Download the CMO of Tomorrow report produced by the Which-50 Intelligence Unit

A clear majority of respondents to the recent CMO of Tomorrow study conducted by ADMA and Oracle Marketing Cloud described their ability to work with analytics and gain insight from data as excellent or good.

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And the same number again say they are excited and happy about the possibilities of analytics. Executives are feeling pretty good about their analytical expertise.

However according to the authors, given the priorities as revealed in the study, it’s likely much of that work is still being done on traditional web analytics — the kind produced by digital marketing campaign tools.

More sophisticated approaches — such as those used in predictive analytics — tend to incorporate wider sources of data than simply marketing.

Currently a minority of executives say they plan on implementing predictive analytics in the next 12 months.

CONFIDENCE GAP

Analytics is recognised across the board as critical to digital marketing success, but an interesting confidence gap emerges.

The more senior an executive is, the more likely they are to believe their organisation is well equipped to analyse data and covert the insights from analytics into action. Once again, at the coalface, doubts remain.

ADMA and Oracle Marketing Cloud are corporate members of the Which-50 Digital Intelligence Unit. Members contribute their expertise and insights to Which-50 for the benefit of our senior executive audience. Membership fees apply.

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