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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.
The Role of DMPs in the Era of Data-Driven Advertising report shows that data management platforms (DMPs) are playing an increasingly important role in supporting effective marketing. The research, part of a new Modern Marketing Actionable Insights Series launched in partnership with Oracle Marketing Cloud, looks at why companies are introducing these increasingly influential technology platforms and the challenges which prevent them being used to maximum effect.
The State of Digital Marketing in Australia and New Zealand Report, published by Econsultancy in association with Marketo, is a bellwether for the state of the marketing industry in the region. It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at technology investment priorities and most in-demand marketing skills.
The B2B Digital Trends 2015 report, published in association with Adobe and based on a global survey of more than 800 global B2B professionals, seeks to understand the key priorities, trends and challenges for B2B digital marketing in 2015. The report also explores unique characteristics of B2B vs. B2C and provides insights into variations among several of the sub-sectors within B2B.
For the first time in 2015, Econsultancy collaborated with sister brands Marketing Week, Design Week and Creative Review to survey nearly 10,000 people across the marketing, digital, design and advertising industries. This report is based on data provided by those who classify themselves as general marketing and digital professionals, numbering over 4,500 individuals.
The Digital Marketing in the Legal Sector report, published in association with The Lawyer, focuses on current activites and priorities in digital marketing within the sector, as well as challenges to best practice. The report is based on a survey of more than 150 professionals employed in marketing, digital or communications within the legal sector, carried out in the spring of 2015.
Marketing Pain Points and How To Overcome Them, produced in partnership with SmartFocus, ranks 17 pain points experienced by marketers, with a diagnosis and suggested remedy for each problem. As well as analysis by Econsultancy, the report contains insight and advice from a number of leading marketing experts who prescribe advice on how an array of challenges can be overcome.
The Promise of First-Party Data report, published in association with Signal, is based on an online survey of over 300 senior marketers at organizations using at least two of the three categories of data (first, second and third-party). The study discusses the use of across a range of industry verticals, and reveals that for the organizations we studied, data is the foundation of their customer relationships today and strategies for tomorrow.
The Programmatic Branding report, produced in partnership with Quantcast, looks at the extent to which brands are embracing programmatic advertising technology to drive upper-funnel consumer engagement. The report is based on a survey of more than 100 senior marketers in the UK and the US, as well as interviews with digital professionals working for brands, agencies and vendors.
The Global Conversation report, produced in association with Lionbridge, explores how brands tell stories and engage with customers across borders and languages. It asks questions about the strategies, tools and processes necessary to balance overarching marketing priorities with local relevance.