DETAILED FINDINGS: 02 | The State of Marketing Analytics The State of Marketing Marketers Using the Following Channels in Analytics Marketing Strategy Digital display advertising 84% As we saw in the previous section, the number one barrier to growth Paid search 80% for marketers today is the lack of a unified view of performance. This Paid social 79% is no surprise — customers have more access to content than ever Programmatic advertising 78% before, meaning marketing strategies have become increasingly (display, mobile, video) complex and performance more difficult to understand. Website(s) 72% Email 69% Marketers now almost exclusively take a cross-channel approach to Print 62% campaigns. For example, more than two-thirds of marketers cited Traditional/linear TV 60% using display advertising, paid search, paid social, programmatic, website, and email as top channels. From online to offline, mobile OTT TV 56% web to app, marketers are connecting with customers and prospects Mobile app(s) 55% across a wide span of channels. From the marketer’s perspective, this SEO 49% affects everything from personalization to targeting, measurement, Out of home billboards or optimization, and outcomes. displays (OOH) 48% Direct mail 48% Radio 46% Organic social 44% CRM 44% Influencer marketing 43% Ad server 39% Affiliate marketing 34% Content syndication 32% Ad verification 31% Mobile push or SMS 30% Surveys 24% salesforce.com 11