The Gartner report highlights the benefits and challenges of the marketing analytics teams report structure, considering the CMO and the CDO of the organization. The research involved 400 respondents and aimed to understand how Marketing Analytics teams could use Data Analytics to boost performance.
According to Gartner report, there’re some differences in Marketing Analytics teams that report to the CDO or to the CMO, considering the impact on the revenue and profit of the organization (difference is around 10% or less).
Meanwhile, it was observed that Marketing Analytics teams that report to the CDO are more mature in data integration, while the teams that report to the CMO can exercise greater influence on specific marketing initiatives.
For Marketing Analytics teams to leverage their role as strategic partners across the business, the Gartner report presents some recommendations:
- Promote cross-functional collaboration with Data & Analytics counterparts
- Prioritize skills development in areas like advanced modeling
- Use External Services Providers to free up your internal marketing resources for more value-added activities
- Use Gartner’s interactive marketing maturity model to benchmark the current state of your marketing analytics function and future aspirations
Download the Gartner Report for free to see in detail the recommendations for CMOs to increase the impact and influence of the marketing analytics function.