CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics – Gartner

What are the big spending trends within CMO’s “analytics” bucket?
Two areas stand out in our conversations with marketers:
Customer data platforms
Attribution systems

Any talk of using AI and Analytics in the marketing mix or with digital marketing?
Most definitely. The three most popular areas: marketing-facing analytics, untargeted conversational agents and real-time personalization.

What are 3 to 5 key metrics that you recommend CMOs track?
• ROI of total marketing spend
• Market share versus competition
• Brand health
• Lifetime value to cost-of-customer acquisition cost ratio
• Profitability

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