Gartner Research: Data Analytics Not Meeting Executive Expectations

Over the years, we have presented hundreds of posts in the category of business analytics and marketing information. Despite the growing importance, we examine data analytics not meeting executive expectations. Indeed, this might surprise you.

Gartner Research: Data Analytics Not Meeting Executive Expectations

In its Marketing Data and Analytics Survey 2020, Gartner discovered that marketing analytics failed to satisfy what leaders expect.

Contributor Gloria Omale explains why:

Every year, the Gartner CMO Spend Survey shows CMOs ranking marketing data and analytics as a top investment. However, Gartner shows that many senior marketers [CMOs and VPs of marketing] remain unimpressed by the results from their marketing data and analytics investments.

Gartner surveyed over 400 marketing leaders and analytics practitioners. To better understand the current approaches with marketing analytics that support marketing strategies to propel future growth and success. Fifty-four percent of senior marketers indicate that marketing analytics do not provide the influence within their organizations that they expected.

Aside from the trouble of connecting analytics efforts with ROI, marketers cite three factors. Poor data quality. Unactionable results. And the lack of clear recommendations. There represent the top reasons for not relying on marketing analytics to make decisions. Another reason: Findings conflict with their intended course of action.

For further information, look at two of the charts from Gartner. Click here. to read more about data analytics not meeting executive expectations.