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Futility and other feelings:
a marketing analytics study

Performance Tracking Recap

What we found out so this far:

  • People usually track around 10 metrics in total, 5 of them considered KPIs,
    regardless of the type or the number of digital marketing channels
  • Two-thirds of marketers are using native apps to monitor campaign progress
  • Almost half of the people retrieve their report data manually
  • 40% tell us that they are reporting at least once a week
  • Half of the marketers need at least one hour (or more) to compile a report
  • 70% of marketers need to make report decks
  • 56% of respondents have to represent the data in a way that they do not prefer
  • 32% of the folks we surveyed feel as though they are wasting at least one hour per report

This is another example of a collision between human logic and human nature, and an example of how seemingly small discrepancies in teams can create a lot of friction. And yet, it’s just a tip of the iceberg.

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