The State of Marketing Analytics 2024

Marketers need insights

• Data Usage: Marketers are the data-driven tip of the spear at many organizations.
• Time Spent: They launch many campaigns and spend a decent amount of time pulling and analyzing data.
• Tooling: Marketers use lots of tools across the campaign process but there is a gap around data analytics.
• KPIs: Many companies use quantifiable metrics to judge success and modify channel mix.
• Athenic AI: Tools should decrease workload while increasing productivity. We provide a rubric to help you evaluate tools.