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BizReport : Advertising archives : December 22, 2014


Report: Analysis high on B2Bers New Year List

B2B brands will be pushing more budget dollars into the analytics space. That is the takeaway from a new survey out with ON24. According to their survey 77% of B2B brands report big data is not a reality for them.

by Kristina Knight

This despite the fact nearly two-thirds (65%) say they have 'just the right amount' of data for their company. Researchers with ON24 concluded that B2B brands are more concerned with easy to understand data (60%) rather than more sophisticated data offerings that are harder to digest.

Some other interesting takeaways from the report include:

• 97% believe marketing analysis makes their business more successful
• 87% say they'll increase their marketing analysis spend in 2015
• 40% of enterprise respondents 'always see' tangible results
• 24% of SMBs 'always see' tangible results

"The survey results illustrate that B2B marketers are becoming more sophisticated when it comes to marketing technology. Whether the goal is making more strategic decisions, monitoring performance, improving lead generation or raising overall company awareness, analytics are increasingly informing decisions that today's data-driven marketer makes," writes the company.

The study also found that webcast offerings deliver better data than email or social media; about one-third of SMBs say they rely less on hard data than enterprise businesses. Most (86%) say they're able to measure how consumers interact with branded content.






Image via Shutterstock

Tags: ad metrics, advertising, advertising analysis, B2B ad strategy, B2B marketing, ON24








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