{ "docId": "019dd923-5ca1-7489-b636-f02dab3225ad", "docSlug": "1dfb82eb5691d211", "documentTitle": "The CMO Survey Marketing in a Post Covid Era", "authorId": "EY", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 59, "pageCount": 82, "prevPage": 58, "nextPage": 60, "slideType": "industry_trends", "function": "summarize", "density": "overcrowded", "nDataPoints": 10, "notes": "The slide provides a narrative overview of key metrics regarding marketing analytics adoption and impact.", "elementsJson": [ "headline_text", "paragraph" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-f02dab3225ad/59", "deckHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad#slide-59", "components": [ { "bbox": null, "kind": "callout", "text": "Spending on marketing analytics as a percentage of marketing budgets hit an all-time high at 8.9% and this trend is expected to continue over the next three years to reach 14.5%.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-c23d-70a9-9e8f-0e57f8cf0237", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Marketing analytics budget as % of marketing budget: 8.9%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-c23d-70a9-9e8f-10f9c19c3c15", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.85, "x": 0.075, "y": 0.41 }, "kind": "paragraph", "text": "Companies are also using available or requested marketing analytics to make decisions at higher rates than ever before. Marketing analytics is now being used in nearly half of all marketing decisions, rising from 37.7% just before the pandemic. Marketing decisions that lead this trend are digital marketing and customer acquisition. Companies are least likely to use marketing analytics in product or service strategy. Consumer-facing businesses outpace B2B companies in terms of analytics use.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "65a66840-db79-4b91-8608-3376f8acc135", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.85, "x": 0.075, "y": 0.515 }, "kind": "paragraph", "text": "Companies made progress achieving a contribution from marketing analytics to company performance, reporting 4.5 on a 7-point scale where 1=not at all and 7=very highly. While the highest level achieved in a decade, there remains room for improvement. Internet pure-play companies achieve the highest level of contribution, likely due to data integration. B2C Product companies also perform at this level. One underlying challenge lies in the talent gap for analytics, with only 3.6% of marketers reporting full agreement (rated 7) with the statement “I have the right talent in my organization to fully leverage marketing analytics.”", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b5c7b618-56cf-4244-b2df-170ca9244208", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.85, "x": 0.075, "y": 0.305 }, "kind": "paragraph", "text": "Spending on marketing analytics as a percentage of marketing budgets hit an all-time high at 8.9% and this trend is expected to continue over the next three years to reach 14.5%. This lift is impressive given spending on analytics has been flat at an average of 6% or so for a decade. This pattern holds true across economic sectors, industry sectors, and company size (in terms of both sales revenue and number of employees).", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c724450d-bec5-45d8-9399-1be3e02975bd", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.85, "x": 0.075, "y": 0.715 }, "kind": "paragraph", "text": "Demonstrating the impact of marketing spending on company performance remains a challenge, with companies able to deploy quantitative approaches for short-term (48.7%) and long-term (46.4%) impact. While pointing to opportunity for improvement, it is also important to realize that these percentages have shown steady improvement over the last decade, growing from levels at approximately 15% in 2013. The use of Artificial Intelligence and machine learning in optimizing and automating marketing efforts is occurring 8.6% of the time—a very modest level. This level is expected to increase to 22.9% in the next three years. Current low adoption levels could be due to the cost-prohibitive nature of AI and lack of in-house expertise.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d1909888-b037-4836-ba64-17f4f68ad92e", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.045, "w": 0.33, "x": 0.201, "y": 0.125 }, "kind": "title", "text": "Marketing Analytics", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "df95a566-1f38-40d8-a3da-9784b597a027", "frameworkName": null, "frameworkSlug": null } ], "metrics": [ { "metricRaw": "Marketing analytics budget as % of marketing budget", "numberRaw": "8.9%", "numberKind": "percent", "actionTitle": null, "calloutText": "Spending on marketing analytics as a percentage of marketing budgets hit an all-time high at 8.9% and this trend is expected to continue over the next three years to reach 14.5%.", "numberScale": null, "numberValue": 8.9, "metricFamily": "market_size", "numberCurrency": null } ], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "b68fa7ca-015d-4e88-9b91-f184e5edf85b", "evidence": "The slide discusses companies' progress in achieving a contribution from marketing analytics to company performance, implying an understanding of the audience's needs.", "confidence": 0.5 }, { "name": "Quantification", "slug": "quantification", "agent": null, "layer": "slide", "matchId": "04e46f88-a9cd-4e6b-a744-990bbb3f5d2d", "evidence": "The slide presents various metrics and statistics, such as the 8.9% marketing analytics budget allocation.", "confidence": 0.7 } ], "frameworks": [], "arcBeats": [ { "to": 79, "from": 8, "beatId": "0987c41c-7d0e-45f2-aa2d-7d31624f06ea", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "Industry Trends", "beatSlug": null, "evidence": "The document presents various industry trends, including macroeconomic forecasts, marketing budgets and spending, digital marketing, and customer experience.", "position": 1, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null }, { "to": 77, "from": 15, "beatId": "77d2e471-deb6-4c6e-a07b-a4742500bb1f", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "Key Takeaways", "beatSlug": null, "evidence": "The document highlights key takeaways and insights from The CMO Survey, including trends and best practices in marketing.", "position": 2, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null }, { "to": 76, "from": 11, "beatId": "9d953e05-a430-4c69-a2bb-4c9d99bcf764", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "Data Table", "beatSlug": null, "evidence": "The document includes various data tables and charts, providing detailed information on marketing trends and statistics.", "position": 3, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }