Difficult ‘don’t knows’ in analytics era

Gary Arlen

A recent study by Forrester Research has shown that very high proportions of marketing professionals 'don't know' the answers to questions about how much to spend or invest in various marketing activities, media channels etc.

Difficult 'don't knows' in analytics era

Gary Arlen

When 'don't know' is the predominant response to a survey – especially a study of marketing business professionals – there is reason for concern. Hence the prevalence of 'don't know' answers screams out in the tallies from a recent Forrester Research Inc. study on how companies will invest in their efforts to improve customers' online experience.

On topics such as how much to spend on 'customer behavioural research', 'design agency services' and 'focus groups', well over 40% (and sometimes up to 55%) of respondents said they don't know what to invest in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands