The number of marketers using bid management tools and Web analytics tools increased to 26% in 2006, compared with 19% the previous year.
Source: JupiterResearch, U.S. SEM Executive Survey 2006, BtoB, June 7, 2006
72% of technology companies have a marketing operations position responsible for measuring marketing performance in the organization.
38% of companies plan to deploy marketing measurement processes.
19% plan to deploy marketing performance management systems.
Source: IDC's "CMO Tech Marketing Benchmark," BtoB, April 3, 2006
According to Forrester Research, the many vendors working in the Web analytics arena "make shortlist an oxymoron." Still, the research firm chose the following as the leaders in its "Wave Analysis" of the market:
- Visual Sciences
Marketing dashboard: As in automobiles, marketing dashboards are exactly what the term implies: a series of digital gauges, dials or buttons on a computer screen indicating critical functions within the marketing or operations world. They are graphic overlays on databases, giving quick visual clues about what's happening in real time. Dashboards can be home-grown, using the graphing and charting capabilities of Excel spreadsheets, for example. There also are specialized software applications.
Source: BtoB, Dec. 11, 2006
They said It
"Analysis initiates action."
—Duane Schulz, VP-corporate Internet marketing, Xerox, revealing that traffic and e-commerce have increased 20% and 50%, respectively, year-over-year at Xerox.com, as performance dashboards, including marketing dashboards, spread throughout the company.
Source: BtoB, Oct. 18, 2006