Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
According to research recently released from Ventana Research, companies clearly see improving analytics as a way to elevate revenue. They also value improvement in sales-related analytics as a method to direct the sales pipeline and forecasting process as well as a way to measure sales department efficacy. However while 60% want to make sales analytics more accessible and easy-to-use, only 24 percent are planning to actually alter the way they generate and apply analytics in the next 12 to 18 months. The reasons for this, according to Ventana, are budget concerns, lack of a solid IT infrastructure, and digital agencies which are not “in the loop” of corporate operations, unable to penetrate the psychological barriers to new technology adaptation.
Other findings include;
40 percent want to be able to rent analytics tools as software as a service
29 percent want to access the metrics easily via mobile devices.
30 percent of organizations studied still use spreadsheets universally for analytics
55 percent of these organizations are unhappy with their analytics processes.
Unhappy companies mean opportunities for digital agencies to step in with user-friendly, effective analytic systems. Brands have a slew of choices in marketing platforms, yet the most critical functions that any platform will facilitate need to be tailored to the specific needs of each company. That requires a strong understanding of the importance of data and how it translates as strategy on the part of marketers and their clients.
“In most cases the marketing organization has not invested into analytics, and that failure has impacted its efficiency and contribution to the organization,” stated Mark Smith, CEO and EVP of Research at Ventana Research “Just tabulating numbers in spreadsheets and presenting the results is not sufficient, since it does not provide the needed support for effective competition and revenue generation.”
More in Media
Three publishers’ workforce diversity reports show DEI efforts remain sluggish
Overall, staff diversity at The New York Times, Hearst and Condé Nast has either marginally improved or stalled in 2024, according to their annual workforce diversity data this year.
Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting
News UK, The Independent, Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching.
From sidelines to spotlight: Esports events are putting creators center stage
Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.