Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.

At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.

The Measurement and Analytics Report 2015, produced by Econsultancy in partnership with analytics consultancy Lynchpin for the eighth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance. The research, based on a survey of almost 900 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.

What you’ll learn from this research

  • Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.
  • Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.
  • Benchmark the make-up of your analytics or data team and investment plans against those of your peers.
  • Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.

Key findings from the report

  • Two in five organisations don’t use a framework to structure their measurement requirements, while two-thirds of companies surveyed are lacking a formally documented data analytics strategy.
  • More companies are looking to grow their in-house analytics teams, with 50% of businesses planning to increase their spending over the next 12 months. In contrast, fewer organisations than a year ago say they are planning to increase their technology and consulting budgets.
  • The vast majority (86%) of responding companies indicate that their ‘understanding of customers is increasing over time’, while more than half (55%) ‘use data effectively to build their understanding of customers’.

Features of the report

Based on a survey of almost 900 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.

Download a copy of the report to learn more.