In November and December 2015, the EIU surveyed 448 senior executives and professionals based in the U.S. on the current state of marketing and sales analytics. Half of the respondents manage or conduct data analytics; the other half are responsible for the business performance of a brand, franchise or business unit. The survey sample covers a wide range of seniority, with half of those surveyed director level or above and the other half managers. Participants come from a variety of industries, including pharmaceuticals (25%), medical devices (25%), IT and telecoms (17%), financial services (17%), and travel and hospitality (17%). Surveyed executives work at organizations with annual revenue greater than US$500 million, and half for firms with US$1 billion in revenue.
Download the PDF of the full findings. And for analysis and insights from the survey, read “Broken links: Why analytics investments have yet to pay off.”