Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail

This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations.

Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail

Ilya Lichtenstein and Jana FungMixRank, USA

Introduction

In the past few years, digital marketing and research have undergone dramatic changes thanks to the emergence and popularization of new technologies. Digital has changed everything about research: active, slow, labor-intensive data collection practices have increasingly given way to passive, more agile, and more data-driven approaches.

The underlying trajectory marketing research has been a trend towards greater quantification, with most marketers significantly increasing their usage of quantitative methodology in 2012 (see figure 1).

Figure 1:...

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