Why It May Be Time to Re-Think Your Marketing Analytics

In the previous post we talked about how the marketing stack is killing your business due to the large number of solutions in it.

But as a B2B marketer who needs insights, how do you deal with this challenge? The two most common approaches are to:

Use the built-in analytics available with each solution within the marketing stack
Try integrating them within a centralized pure play data analytics solution

Well, according to published research, both options have their own set of challenges.

Author Notes:

Jeffrey Henning

Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.