In Unica’s recently published ‘State of Marketing 2011’ study, measurement and analytics was identified as the top bottleneck for the 279 marketers polled:
This is the first year that this has registered as the top pain point. I’d suggest one reason for this, could be the maturity of web marketing and the emphasis this discipline puts on measurement.
Interestingly, the survey finds that the key issue marketers face is turning data into actions. There’s a problem with obtaining data, and there’s a problem with converting that data into valuable outcomes.
This relates to an earlier IBM study which showed that businesses who can act on business insights generally perform better. Looks like many marketers realize this but are struggling to turn this into reality themselves.
Peruse the report in its entirety: