DETAILED FINDINGS: 02 | The State of Marketing Analytics To manage their cross-channel marketing efforts and resulting data, Marketers interviewed consistently spoke of a desire to align data marketers are using an average of 13 different marketing platforms. from these platforms for a complete cross-channel view of marketing However, each platform is a bit different. Each consists of data sources activity and investment. that differ in format, outputs, delivery mechanisms, and other aspects that make them unable to interact with each other. As these sources are often not speaking the same language, they cannot be easily integrated for a holistic view. 87% of marketers agree that having a complete view of cross-channel marketing is very important/ important. Number of Marketing/Advertising Platforms Used per Marketing Team This cross-channel view is key for a majority of marketers but is generally deemed more important by senior management (58% view it as "very important," compared to 41% of mid/junior sta昀昀 who say the same). Average Number of Platforms 39% 13 34% 20% 7% 1% 1–5 6–15 16–30 31–50 50+ salesforce.com 12