6 in 10 CMOs Say Their Companies Don’t Evaluate the Quality of Marketing Analytics

Marketing analytics are being used in less projects, their quality is being evaluated by fewer companies, and their contribution to companies’ performance is declining, finds Duke University’s Fuqua School of Business in its latest CMO Survey [pdf]. The February installment of the survey, its 9th, found that only 40% of CMOs surveyed say their company formally evaluates the quality of marketing analytics, down from 47% 6 months earlier. (more…)