DETAILED FINDINGS: 04 | Data Analytics and Optimization To understand why marketers face data analysis and optimization In addition, a majority of marketers rely on manual labor over challenges, we need to look deeper into their processes. automated processes to generate their cross-channel reports and insights. Forty-two percent of marketers are operating in silos, measuring performance independently within each tool or platform, while 10% rely on spreadsheets. How Marketers Measure Extent to Which Marketers’ Cross-Channel & Optimize Performance Reporting Is Automated Other Fully manual Fully automated Use spreadsheets 6% Use BI/marketing 7% 8% 10% intelligence platform 42% More automated than manual 33% More manual than Within each tool automated independently 40% An even mix 42% of the two 13% salesforce.com 17