This post was co-authored with Caroline Vincent, MBA student at the Fuqua School of Business, Duke University. Investments in knowledge are often heralded as important seeds for organizational success. Yet the intangible nature of knowledge...
Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At...
The CMO Survey asked marketing leaders to rank a set of marketing capabilities in terms of importance and to identify their organizations’ biggest gaps in these same marketing capabilities. Details of these analyses are available...
The CMO Survey tracks social media spending as a percent of marketing budgets. Since 2009, survey participants have reported on current spending, spending in the next year, and spending in the next five years. Current...
This post was co-authored with Shiwani Kumar and Sylvia Yang, both MBA students at the Fuqua School of Business, Duke University. Marketing analytics involves the creation and use of quantitative data to derive consumer insights...