DETAILED FINDINGS: 04 | Data Analytics and Optimization Data Analytics and Optimization Analyzing and optimizing data is essential in order to meaningfully However, when we shift from self-identified states of analysis and engage with customers and prospects. Additionally, performance optimization to specific challenges, it’s evident that marketers face measurement is key to understanding the success of each marketing plenty of roadblocks. activity and investment. It is also critical for reporting growth metrics to internal and external stakeholders. And similar to their data The biggest challenge is their inability to connect marketing management grading, marketers are generally positive about their data investments to outcomes, in other words, to prove ROI. While analysis and optimization capabilities. Most give their organizations marketers generally find their capabilities competent, the most high marks, with only 13% rating such capabilities “poor.” critical capability — proving ROI — is their biggest challenge. Marketers’ Self-Assessment of Their Data Analysis & Ranking of Marketers' Data Analysis & Optimization Capabilities Optimization Challenges Poor 13% Excellent 1 Connecting marketing investments/activities to business outcomes 33% 2 Custom report generation 3 Ability to share and collaborate on data analysis across key internal/external stakeholders 4 Lack of speed in reporting and insights due to manual data prep 5 Using insights to target highly relevant audiences Good Total Ranking Based on Top 3 Choices For Respondents 54% salesforce.com 16