Marketing Research Chart: Marketers’ collection of analytics data

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SUMMARY: In this week’s chart, we learn about marketers’ current analytics data gathering, and how they classify this data in terms of quantity. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

When gathering data for the 2013 Marketing Analytics Benchmark Report, we wanted to first gain an understanding of the amount of data currently collected by marketers. As such, we asked the following question …

Q: How much analytics data does your organization collect?

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Of our surveyed marketers, 79% claimed they have accrued average to above-average amounts of data for marketing purposes, while just 14% considered their data haul to be "vast" and "detailed."
The 21% of surveyed marketers who indicated they had below average levels of data, the majority (17%) considered their accrued data to be limited. Just 3% of respondents claimed they accrued no data at all.

As we learn in a subsequent chart from the Benchmark Report, of the surveyed marketers who indicated they currently collect data, the clear majority come from B2B/B2G organizations, representing the largest percentage of responses for each possible category.

Points to Consider

This question served as a good entry point into our 2013 Marketing Analytics Benchmark Survey as it perhaps raised some questions in the eyes of our marketers due to ambiguity. For example, a specific amount of data could be considered "average" by certain organizations, while others may label it "vast" and "detailed."

Do you think data quantity is a subjective concept? Can a perceived amount of data can be relative to your company size or marketing needs? Has your data collection led to significant changes or improvements within your organization’s marketing? What percentage of your overall data collection has fostered these changes?

For more information about marketing analytics, download the free excerpt from the 2013 Marketing Analytics Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.