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.