Difficult ‘don’t knows’ in analytics era

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...

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