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.

THE FUTURE OF ANALYTICS – GOOGLE & FORRESTER SURVEY INSIGHTS 2020

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.


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THE FUTURE OF ANALYTICS – GOOGLE & FORRESTER RESEARCH 2020

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