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 2017 Measurement and Analytics Report, produced by Econsultancy in partnership with analytics consultancy Lynchpin for the 10th year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.

The report 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.

The research, based on a survey of almost 1,000 digital professionals, focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric. The report also explores how the worlds of data science and digital analytics are converging as companies strive to extract valuable insights from a wealth of information relating to digital activity in the context of the wider business.

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

  • The majority of companies (64%) do not have a documented data analytics strategy.
  • Only 50% of organisations report executive sponsorship of analytics.
  • Half of organisations surveyed regard digital analytics as ‘very important’ to their digital transformation programme (a jump from 43% in 2016).


Econsultancy would like to thank the following people for their contributions to this report:


  • Amiy Chatley, Digital Analytics Manager, TUI
  • Matteo Fava, Global Head of Analytics, Delivery Hero
  • Graeme McDermott, Chief Data Officer, Addison Lee
  • Andrew Morris, ‎Head of Digital Insight Delivery, RS Components
  • Alejandro Pereda, Head of Insight, Euromoney Institutional Investor plc