It’s just the beginning: we’re on a journey together
This past year we’ve continued to check in with marketing decision-makers to see what challenges they still face in their data-driven transformations (so we know where to make product enhancements), and here’s what we’re hearing:
- Building a culture of growth
Leading marketers are embracing data and testing to continually improve the customer experience — or simply, make a website better — day by day. This growth mindset requires a willingness to experiment. And with that comes the challenge of getting comfortable with failure. Remember: There’s still a lot to be learned from (and celebrate in) a success rate of 1 in 10.
- Dealing with data
When we surveyed marketing decision-makers at the end of last year, 61% said they struggled to access or integrate the data they needed in 2016. And 26% of marketers said they didn’t have the right analytics talent or enough of it.1 If marketers spend too much time wrangling with data, that means measurement is not always top of mind.
- Measurement is sometimes an afterthought
Only 5 out of 10 marketers said they think about measurement while developing campaign strategy.2 When data keeps pouring in, thinking about what campaign information you need to collect may be the last thing on your mind. But if you don’t define your measurement goals from the beginning, you may not collect the right data to understand what’s working and what isn’t.
Big plans for the year ahead
Marketers who rethink measurement for a multi-screen world are reaping the benefits. In fact, leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent study from Econsultancy and Google.3 But, getting a handle on all your data can take time. And that’s OK.
Google has some exciting product developments in the works that will help marketers automatically uncover insights and make smarter, faster decisions. In fact, we recently shared an Analytics 360 update that gives our customers the fastest access to the freshest first-party data we’ve ever offered.
The party’s just getting started. Stay tuned in for another exciting year.
1 Google Surveys, U.S., “2016–2017 Marketing Analytics Challenges and Goals,” Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016.
2 Google Surveys, “Measurement in Campaign Timeline”, Base: 1,092 marketing executives, U.S., August 2016.
3 Econsultancy and Google, Analytics and Measurement Survey, 2016, Base: n=500 marketing and measurement executives at North American companies with over $250MM in revenues