About The CMO Survey. Mission. Survey Operation. Sponsoring Organizations

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Mission

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To collect and disseminate the opinions of top marketers in order to predict the future of markets, track

marketing excellence, and improve the value of marketing in firms and society.

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The survey is an objective source of information about marketing. It is a non-commercial service

dedicated to the field of marketing, not the sale of products and services.

Survey Operation

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Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Many

questions repeat to observe trends over time.

-

The August 2015 survey was the 14th administration of The CMO Survey.

Sponsoring Organizations

About The CMO Survey

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Survey Sample

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2885 top U.S. marketers at Fortune 1000, Forbes Top 200, and top marketers who are AMA Members

or Duke University Alumni and Friends

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255 responded for a 8.8% response rate

Survey Administration

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Email contact with four follow-up reminders

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Survey in field from July 14, 2015- August 2, 2015

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92% of respondents VP-level or above

Results Interpretation

-

M = sample mean; SD = sample standard deviation

-

B2B = Business-to-Business firms; B2C = Business-to-Consumer firms

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Topic 1:

Marketplace Dynamics………

5-10

Topic 2:

Firm Growth Strategies………..

11-15

Topic 3:

Marketing Spending………

16-23

Topic 4:

Financial and Marketing Performance……….

24-28

Topic 5:

Marketing and Social Media ………..………..

29-38

Topic 6:

Marketing Jobs………....

39-41

Topic 7:

Marketing Organization………..

42-44

Topic 8:

Marketing Leadership………...

45-49

Topic 9:

Marketing Analytics………...

50-58

Survey topics

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Marketers maintain positive outlook for

U.S. economy

Figure 1.1. How optimistic are you about the overall U.S. economy on a

0-100 scale with 0 being least optimistic and 0-100 most optimistic?

6 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace B2B Product 70.2 B2B Services 68.6 B2C Product 72.8 B2C Services 68.4 47.7 56.5 57.8 55.6 63.3 52.2 63.4 58.4 62.7 65.7 66.1 66.4 69.9 69.7 40 50 60 70 80

Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Marketer Optimism About Overall Economy

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Optimists dominate pessimists 4-to-1

Figure 1.3. Are you more or less optimistic about the overall U.S. economy compared to last quarter?

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

More Optimistic

45.5%

Less

Optimistic

12.9%

No Change

41.6%

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All customer forecasts soften

Figure 1.4. Forecasted customer outcomes in next 12 months (% of respondents)

8 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 78% 72% 66% 52% 51% 34% 74% 69% 57% 47% 47% 32% 0% 20% 40% 60% 80% 100% Increased acquisition of new customers Increased customer purchase volume Increased purchase of related products & services Increased customer retention Increased entry of new customers into the market

Increased customer price

per unit

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Figure 1.5. Customers’ top priority in next 12 months (% of respondents)

Superior product and service excellence

top forecasted customer priorities

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 26% 24% 18% 17% 12% 3% 0% 5% 10% 15% 20% 25% 30% Superior

Product Quality ExcellentService RelationshipTrusting PriceLow InnovationSuperior Brand

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Increased competition for customers,

price, and innovation expected

Figure 1.5. Increased competitor interactions in next 12 months (% of respondents)

10 *Question format used for the first time August-2014.

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 69% 59% 56% 41% 35% 23% 77% 66% 63% 50% 46% 29% 0% 20% 40% 60% 80% 100% More intense rivalry for customers More competitor price-cutting More competitor innovation Emergence of new domestic competitors Emergence of new global competitors More cooperation on non-price strategies August 2014 August 2015

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Firms to decrease market penetration and

emphasize riskier growth strategies next year

Types of growth strategies

Existing Products/ Services New Products/ Services Existing Markets Market Penetration Strategy Product/Service Development Strategy New Markets Market Development Strategy Diversification Strategy

* % of spending for each growth strategy

Growth Strategy Actual Spending in Past 12 Months Expected Spending in Next 12 Months Percent Change Expected Market Penetration Strategy

56.8%

50.3%

-11.4%

Market Development Strategy

17.4%

18.1%

+4.0%

Product/Service Development Strategy

17.9%

20.8%

+16.2%

Diversification Strategy

7.8%

10.7%

+37.2%

Table 2.1. Current and future growth spending*

12 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

Percent of sales through Internet

flattens

Figure 2.2. Percent of company sales from internet

Feb-15 Aug-15 B2B Product 10.2% 7.5% B2B Services 10.8% 9.2% B2C Product 13.2% 15.2% B2C Services 21.7% 13.9% 9.2% 8.9% 9.9% 11.3% 12.4% 10.3% 0% 5% 10% 15%

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Percent of sales from domestic markets

declines

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Figure 2.3. Percent of company sales from domestic markets

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 77.6% 79.4% 77.5% 79.4% 85.4% 81.0% 70% 75% 80% 85% 90%

Feb-12 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

B2B Product 71.2%

B2B Services 85.5%

B2C Product 78.7%

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

International markets: current sales

and future growth opportunities

Countries/

Regions (%)

Largest future

opportunity

China

19.3%

Western Europe

13.8%

South America, not Brazil

8.3%

Indonesia and SE Asia

7.3%

Brazil

5.5%

Canada

5.5%

Mexico

5.5%

Eastern Europe

4.6%

Central America

4.6%

Middle East

4.6%

India

4.6%

Countries/

Regions (%)

Largest current

(in terms of sales)

Western Europe

41.0%

Canada

15.2%

China

13.3%

Middle East

7.6%

Japan

3.8%

Indonesia and SE Asia

2.9%

India

2.9%

Mexico

1.9%

Korea

1.9%

Eastern Europe

1.9%

Northern Europe

1.9%

South America, not Brazil

1.9%

Table 2.2. Largest current market in sales

Table 2.3. Largest future market opportunities

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Marketing budgets see-saw

Figure 3.1. Percent change in marketing budgets in next 12 months

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 0.5% 1.1% 5.9% 9.2% 6.7% 9.1% 8.1% 6.4% 6.1% 4.3% 6.7% 5.1% 8.7% 5.5% 0% 2% 4% 6% 8% 10% 12%

Feb-09 Aug-09 Feb-10 Aug-10 Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15 Change in Marketing Spending

B2B Product 3.1%

B2B Services 6.6%

B2C Product 5.7%

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Digital marketing spend up 12.2% in next year;

traditional advertising spend down 2.1%

*Refers to media advertising not using the Internet.

Figure 3.2. Percent change in traditional advertising* vs. digital marketing spend in next 12 months

18 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace -0.8% -1.9% -2.7% -2.1% -0.1% -3.6% -1.1% -2.1% 12.8% 11.5% 10.2% 10.1% 8.2% 10.8% 14.7% 12.2% -5% 0% 5% 10% 15% 20%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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B2C services sector to double digital

investments in next year

Figure 3.3. Change in digital marketing spending in next 12 months by sector

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 11% 11% 12% 11% 9% 12% 8% 11% 14% 20% 0% 5% 10% 15% 20% 25%

Overall B2B Product B2B Services B2C Product B2C Services

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Marketing spend on mobile expected to

160% in three years

20 B2B Product B2B Services B2C Product B2C Services Marketing budget spent on mobile now 5.1% 5.0% 8.6% 7.3% Marketing budget spent on mobile in next 3 years 14.4% 13.0% 19.8% 19.8%

Figure 3.4. Marketing budget spend on mobile

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 6.0% 15.6% 0% 5% 10% 15% 20%

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Changes in marketing spend in next

year

Figure 3.5. Percent change in marketing spending in next 12 months

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 0% 2% 4% 6% 8% 10%

Feb-14 Aug-14 Feb-15 Aug-15

Customer Relationship Management Brand Building

New Product Introductions New Service Introductions

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*Question asked in Feb-11 for the first time.

Marketing budgets represent 11% of

overall firm budgets

Figure 3.6. Marketing budget as a percent of firm budget*

22 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 8.1% 10.0% 10.4% 11.4% 10.6% 9.4% 10.9% 10.9% 10.1% 11.4% 6% 8% 10% 12% 14%

Feb-11 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

% Marketing Budget

B2B Product 10.1%

B2B Services 10.0%

B2C Product 17.5%

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Marketing spend as a percent of company

revenues continues downward trend

Figure 3.7. Marketing spending as a percentage of company revenues*

*Question asked in Feb-12 for the first time.

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 8.5% 11.0% 7.9% 7.8% 9.3% 8.3% 8.3% 6.6% 0% 3% 6% 9% 12% 15%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

% Marketing Spend

B2B Product 6.2%

B2B Services 5.9%

B2C Product 10.4%

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Firm performance metrics in last year

Overall

Product

B2B

Services

B2B

Product

B2C

Services

B2C

Sales

3.8%

3.6%

3.9%

4.5%

3.6%

Profits

3.1%

2.5%

3.4%

3.4%

3.3%

Marketing ROI

2.8%

1.9%

3.7%

3.5%

1.8%

Customer acquisition

2.9%

2.4%

3.1%

3.4%

2.6%

Customer retention

1.7%

1.2%

2.5%

1.7%

1.0%

Brand value

2.8%

1.5%

4.0%

3.1%

2.0%

Table 4.1. Percent change in performance in prior 12 months

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

Downward trend for performance of

customer and brand metrics

Figure 4.2. Percent change in performance on customer and brand metrics in prior 12 months

26 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 0% 1% 2% 3% 4% 5%

Feb-14 Aug-14 Feb-15 Aug-15

Customer acquisition Customer retention Brand value

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

Mobile marketing underperforms

Figure 4.3. Rate the performance of your company’s mobile marketing activities

(7-point scale where 1=poor, 7=excellent)

2.89 3.56 3.12 3.47 2.74 2.64 0 1 2 3 4 5 6 7 Customer

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Marketing excellence ratings show no

improvement

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Figure 4.4. How would you rate your company’s marketing excellence?*

(7-point scale where 1=Very Weak and 7=Leader)

* Question asked in Aug-13 for the first time

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 4.5 4.5 4.7 4.5 4.6 4.5 4 4.2 4.4 4.6 4.8 5

Aug-13 Feb-13 Feb-14 Aug-14 Feb-15 Aug-15

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Social media spend continues to surge

Figure 5.1. Social media spending as a percent of marketing budgets

30 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 10.7% 14.0% 23.8% 0% 5% 10% 15% 20% 25%

Current Levels Over Next 12 Months In Next 5 Years

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Social media spend across sectors

Overall

B2B

Product

B2B

Services

B2C

Product

B2C

Services

Current Social Media

Spending

10.7%

8.3%

11.8%

13.7%

9.8%

Social Media Spending

in the next 12 months

14.0%

10.4%

16.1%

17.6%

13.1%

Social Media Spending

in the next 5 years

23.8%

18.4%

25.1%

30.1%

25.2%

Table 5.1. Changes in social media spending across sectors

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Integration of social media and

marketing strategy finally shows lift!

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Figure 5.2. How effectively is social media linked to your firm’s marketing strategy?

(1=Not integrated, 7=Very integrated)

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 3.8 3.8 3.8 3.8 3.9 3.8 3.9 3.9 4.2 1 2 3 4 5 6 7

Feb-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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Integration of customer information

across channels worsens

Figure 5.3. How effectively does your company integrate customer information across purchasing,

communication, and social media channels? (1=Not At All Effectively, 7=Very Effectively)

*Question asked in Feb-11 for the first time.

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 3.8 3.8 3.8 3.8 3.9 3.8 3.9 3.7 3.6 1 2 3 4 5 6 7

Feb-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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Social media activities increasingly

performed by outside agencies

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Figure 5.4. Percent of company’s social media activities performed by outside agencies

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 17.4% 18.9% 21.7% 15% 17% 19% 21% 23% 25%

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Only 15% of firms able to prove the

impact of social media quantitatively

Figure 5.5.

.

Which best describes how you show the impact of social media on your business?

B2B Product B2B Services B2C Product B2C Services We have proven the impact quantitatively 6.3% 17.1% 30.0% 13.3% We have a good qualitative sense of the impact, but

not a quantitative impact

39.7% 50.0% 40.0% 40.0%

We haven't been able to show the

impact yet 54.0% 32.9% 30.0% 46.7%

Haven't been able to show the

impact yet

45%

Have a good qualitative sense of the impact, but not a quantitative

impact

40%

Have a good qualitative sense of the impact, but not a

quantitative impact 41.8%

Haven't been able to show the impact yet

45.0% Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace Haven't been able to show the

impact yet 41.5% Have a good

qualitative sense of the impact, but not a quantitative impact 43.5% Have proven the impact quantitatively 15.0%

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

Metrics % Using Metric

Hits/visits/page views 60.3%

Site traffic 51.4%

Clickthrough rates 47.9%

Number of friends, followers, and likes 47.1%

Conversion rates (from visitor to buyer) 28.8%

Search volume (number of people searching for your brand) 28.4%

Repeat visits 25.3%

Social influence of friends, followers, and likes 23.7%

Buzz indicators (web mentions) 21.4%

Virality (extent to which your content/links are shared) 19.1%

Brand sentiment ratings 16.7%

Share of voice (compares your company to competitors on mentions) 16.0%

Net promoter score 16.0%

Number of inbound links 15.6%

Revenue per customer 15.6%

App download 14.8%

Sales levels 14.0%

Customer acquisition costs 12.5%

Online product/service ratings 10.9%

Metrics using analysis of online text 9.7%

Profits per customer 6.6%

Customer retention costs 6.2%

Abandoned shopping carts 5.8%

Four metrics dominate how companies

show social media impact

Table 5.2.

.

Which metrics does your

company use to show the

impact of social media?

(check all that apply)

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

The state of company social media

capabilities

Capability Overall B2B product B2B services B2C product B2C services

Developing social media strategies 4.1 3.6 4.4 4.4 4.0

Connecting marketing strategies

and social media strategies 4.0 3.5 4.2 4.5 4.0

Executing social media strategies 4.0 3.5 4.3 4.4 3.8

Learning about what works and

doesn’t work for social media 3.7 3.2 3.9 4.1 3.5

Hiring people to perform social

media activities 3.5 3.0 3.8 3.9 3.6

Measuring the success of social

media strategies 3.5 3.0 3.8 4.0 3.3

Training people to perform social

media activities 3.4 2.9 3.7 3.8 3.3

Managing external social media

partners and agencies 3.3 3.0 3.3 3.9 3.3

Table 5.3. How well has your company developed strong knowledge and skills in each social media area?

(1=not at all, 7=excellent)

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Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

How companies learn to manage

customers in social/digital

Table 5.4. Check all of the approaches your company is using to learn about how to acquire,

engage, and retain customers online

Learning approach

Percent of companies

using learning approach

Online customer surveys

40.1%

Online customer observations

25.7%

Informal online interactions with customers

24.5%

Offline informal interactions with customer

23.3%

Offline customer surveys

23.0%

Online customer experiments

19.1%

Offline customer observations

18.3%

My company is not using any digital tools for learning at this time

14.0%

Offline customer experiments

10.1%

Studying words or pictures used online by customers

6.2%

Page number that mirrors format of others before it

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Marketing hiring rebounds: B2B

companies to hire more marketers

Figure 6.1. Percentage change in marketing hires planned in next 12 months

40 B2B Product 6.9% B2B Services 7.8% B2C Product 4.9% B2C Services 5.2% Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 5.2% 6.5% 5.4% 5.5% 4.7% 3.8% 3.5% 6.6% 0% 3% 6% 9% 12% 15%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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Marketers reflect 3.4 percent of

employees in companies

Employees Overall B2B Product B2B Services B2C Product B2C Services

Total employees in company 7410 10264 2900 8155 10403

Marketing employees in company 255 327 318 197 37

Percent of marketers in company 3.4% 3.2% 11.0% 2.4% 0.4%

Table 6.1. Marketing employees as a percent of total employees

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Marketing and sales are equal partners

in most companies

Figure 7.1. The marketing-sales relationship (% of respondents)

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 70.3% 11.6% 11.0% 6.5% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Sales and marketing work together on an equal level We don't have a sales function Sales is in charge of marketing Sales is within the marketing function

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Product/service structure dominates,

but customer groups hold ground

44

Figure 7.2. Organizational structure in companies

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace % customer groups B2B Product 27.1% B2B Services 45.3% B2C Product 18.5% B2C Services 12.0% 26.5% 26.7% 30.2% 29.4% 73.5% 73.3% 69.8% 70.6% 0% 20% 40% 60% 80% 100%

Feb-13 Feb-14 Feb-15 Aug-15

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Marketing leadership gains and losses

46

Table 8.1. Percentage of companies in which marketing leads activity

Weaker marketing leadership: • Advertising • Promotion • Marketing research • New products • Innovation • Customer service

Stronger marketing leadership: • Social media

• Lead generation • Market entry strategies • Stock market performance Maintaining marketing leadership: • Positioning

• Brand

• Public relations

• Customer relationship management • Targeting/Market selection

• Sales • Pricing

Activity Feb-11 Aug-15

Advertising 85% 82.7% Positioning 79% 80.1% Promotion 81% 76.3% Brand 81% 82.1% Marketing analytics* - 75.0% Marketing research 73% 70.5% Social media 71% 79.5% Competitive intelligence 58% 55.1% Public relations 65% 64.1% Lead generation 53% 55.8%

Market entry strategies 50% 55.8%

New products 44% 37.8% CRM 38% 39.1% Targeting/Market selection 31% 30.1% Sales 32% 32.1% Pricing 30% 30.8% Innovation 33% 23.1% Customer service 22% 19.9%

Stock market performance 0.4% 3.8%

*Marketing analytics added in Feb-13.

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Marketing leaders retained for an average

of 4.5 years

Figure 8.1. Marketing leader retention

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 4.3 4.6 4.3 5.4 4.1 4.8 5.1 4.6 5.3 5.3 4.5 8.0 9.0 8.8 10.5 9.2 9.5 10.0 9.4 10.0 9.4 8.0 0 2 4 6 8 10 12

Aug-09 Aug-10 Aug-11 Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

Years top marketer in current role in the firm

Years top marketer in any role in the firm

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Marketers continue to lose reports

Figure 8.2. Number of people reporting to top marketer

48 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 6.0 8.6 5.6 6.9 5.5 5.1 5.0 25.4 24.6 17.5 16.1 16.3 10.9 6.0 0 5 10 15 20 25 30

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Feb-15 Aug-15

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Best practices from marketing leaders

See full interviews at www.cmosurvey.org/cmo-insights/

Senior Vice President and Chief Marketing Officer Beth Comstock discusses how GE approaches marketing: “You have to create a platform that invites innovative ideas.” This platform involves four capabilities that have produced an array of new products, services, customers, and business models. Chief Marketing Officer Kim Feil discusses how she built a marketing function. From insights to accountability, she describes the organization, processes, metrics, and talent management strategies important to this effort.

Executive Vice President and Chief Marketing Officer Geert van Kuyck shares ideas on building the essential skill set for CMOs and the importance of defining the CMO’s mission. He discusses the use of the Net Promoter Score and other metrics to evaluate business results at Philips, touching on Philips’ engagement with LinkedIn and social media metrics.

Executive Vice President and Chief Marketing Officer Stephen Quinn describes how Walmart rebuilt its customer focus. Key steps involved harnessing internal support, generating market insight, using customer-focused metrics, living the brand internally, and building marketing talent.

Global Marketing Officer Marc Pritchard shares views on how marketing contributes to P&G’s

performance. He talks about how P&G learns about customers and how it is relentless in its attention to building loyal customers and strong brands in the store, on the web, and around the world.

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Spending on marketing analytics expected

to increase 66% in three years

Figure 9.1. Percent of marketing budget spent on marketing analytics

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 6.7% 11.1% 0% 3% 6% 9% 12% 15%

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Spending on marketing analytics by

firm and industry characteristics

Current In Next 3 years <$25M 5.2% 10.0% $26-99M 4.9% 8.5% $100-499M 4.1% 8.4% $500-999M 5.7% 9.1% $1-9.9B 10.0% 14.7% $10+B 11.7% 15.9%

Table 9.1c. Firm size differences

Table 9.1b. Firm Internet sales differences

Current In Next

3 years

0% 6.0% 9.0%

1-10% 6.9% 12.9%

>10% 8.1% 12.8%

Table 9.1a. Firm sector differences

Current In Next 3 years B2B Product 6.1% 11.0% B2B Services 7.8% 12.0% B2C Product 7.0% 10.7% B2C Services 5.1% 9.5% 52 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Only 31% of projects use available or

request marketing analytics

Figure 9.2. Percentage of projects using available or requested

marketing analytics*

*This question was asked in Feb-12 for the first time.

B2B Product 22.8% B2B Services 29.6% B2C Product 45.6% B2C Services 34.5% Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 37.0% 35.0% 30.4% 29.0% 32.5% 32.3% 29.0% 31.0% 10% 20% 30% 40% 50%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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Contribution of marketing analytics

remains low

Figure 9.3. To what degree does the use of marketing analytics contribute to your company's

performance? 1 = Not at all and 7 = Very highly

54 *This question was asked in Aug-12 for the first time.

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 3.9 3.7 3.5 3.7 3.7 3.2 3.7 2 3 4 5 6

Aug-12 Feb-13 Aug-13 Feb-14 Aug-14 Feb-15 Aug-15

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Marketing analytics contributions by

sector and firm differences

To what degree does the use of marketing analytics contribute to your company's performance?

(1=Not At All, 7=Very Highly)

Table 9.2a. Industry sector differences

Sector Mean (SD)

Banking/Finance/Insurance 3.5 (2.0)

Communications/Media 3.6 (2.3)

Consumer Packaged Goods 4.3 (1.5)

Energy 3.1 (1.9) Healthcare/Pharma. 4.0 (1.8) Manufacturing 2.5 (1.7) Mining/Construction 3.3 (2.1) Retail/Wholesale 3.9 (2.1) Service/Consulting 3.5 (1.9)

Tech Software Biotech 3.8 (1.5)

Transportation 3.4 (2.3) Sector Mean (SD) B2B Product 3.0 (1.7) B2B Services 3.9 (2.0) B2C Product 4.7 (1.3) B2C Services 3.9 (1.9)

Table 9.2b. Economic sector differences

Table 9.2c. Firm Internet sales differences

Firm sales Mean (SD)

0% of sales 3.4 (1.9) 1-10% of sales 3.7 (1.6) >10% of sales 4.6 (1.8) Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

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Companies lack quantitative metrics to

demonstrate marketing spending impact

Figure 9.4. Metrics for demonstrating impact of marketing spending on business

56 Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace 36% 46% 18% 29% 48% 23% 0% 20% 40% 60%

Proved the impact

quantitatively of the impact, not quantitativeGood qualitative sense Haven't been able toshow the impact yet

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How companies use marketing analytics

to drive decision making is changing

Table 9.5. Percentage of companies using marketing analytics

Greater use of marketing analytics:

• Customer acquisition • Customer retention • Social media • Product line/assortment optimization • Branding • Promotion strategy • Marketing mix • Multichannel marketing

Weaker use of marketing analytics:

• Pricing strategy

Activity Aug-13 Aug-15

Customer acquisition 31.7% 36.6%

Customer retention 27.6% 30.7%

Social media 21.0% 30.7%

Segmentation* 29.2%

Product or service strategy** 18.8% 20.2%

Branding 22.0% 26.5%

Pricing strategy 23.7% 21.8%

New product or service development* 20.2%

Promotion strategy 23.7% 29.2%

Marketing mix 21.7% 31.5%

Multichannel marketing 13.4% 16.3%

*Question was asked for the first time in August 2015

**This question was changed from “product line/assortment optimization” to “product or service strategy” in August 2015

Analytics Leadership Organization Jobs Social Media Performance Spending Growth Marketplace

(58)

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