THE FUTURE OF ANALYTICS – GOOGLE & FORRESTER SURVEY PAPER 2020
A commissioned in-depth survey study conducted by Forrester Consulting on behalf of Google in March 2020 to 750 marketing decision-makers about digital analytics offers several important insights and recommendations for marketing decision-makers who want to use data insights to better serve their customers.
Learn about the top analytics skills businesses need to improve customer experiences and marketing outcomes.
KEY FINDINGS AND INSIGHTS
- More than 6 in 10 marketers (63%) indicated that digital analytics was in their top five priorities.
- Cross-platform analytics is still not the norm, despite its value for marketers. Less than half of firms (43%) have unified cross-platform analytics capabilities, where they are measuring customer interactions with their website and app in a single solution. One-third of firms have web and mobile app analytics, but customer data is disconnected.
- 60% of respondents express a high need to use Cloud or data warehouse solutions for more advanced data modelling and analysis. No surprise as over half of the respondents (54%) finds their inability to manage data volume to be very or extremely challenging.
- Marketers use digital analytics to understand and optimize customer experiences. Improved customer experience is the top benefit firms have realized from their digital analytics technologies.
Access this free >> digital analytics research study <<
THE FUTURE OF ANALYTICS – GOOGLE & FORRESTER RESEARCH 2020
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