zs associates: sales and marketing consulting, outsourcing
Post on 19-Jan-2017
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Evolution, Not Revolution
Source: ZS and The Economist Intelligence Unit Ltd. June 2016.
For more insights, read “Broken links: Why analytics investments have yet to pay off.”
of leading companies report strong collaboration between executives and analytics professionals.
say that domain expertise is “very” or “extremely” important to sales and marketing analytics' ability to meet users’ needs.
55% 73%
www.zsassociates.com
Assessing the State of Sales and Marketing Analytics
The broken links are at either end of the analytics value chain. This is where most analytics opportunities now lie.
Embedding analytics within the company is key to success.
Biggest Challenges
21%39%
Problem Definition/Framing
43%Solution
Approach/Design
47% 18% 15% 8%
Action/ChangeManagement
47%
VS.70% rate 2% say
Only 8% have fully integrated their cloud-based big data infrastructure and analytics capabilities.
88% have invested or plan to investin analytics improvements.
94% have implemented cloud-based big data infrastructure.
sales and marketing analyticsas “very” or “extremely”important.
that their analytics efforts have had a “broad, positive impact.”
Most companies own the technology but aren't fully leveraging it.
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