Digital marketing spending has grown to comprise 58% of marketing budgets, reflecting 15.8% growth over the last year, and is projected to grow by 14.7% in the next year. In the wake of this spending,
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 and
<p>In the August 2010 CMO Survey, I asked top marketers the following question: What is marketing primarily responsible for in your firm?</p> <p>Marketers were then asked to check from a list of strategic, tactical, and financial activities in firms. What I found is in the table below.</p> <p>At least a couple worrisome thoughts arise from these results. First, while marketing is playing an important role in brand and social media in most organizations, marketing’s contributions to the key strategic activities of the firm are sadly absent. This includes marketing’s weak contributions to key strategic activities such as market entry, innovation, CRM, sales, distribution, and targeting.</p>