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

Ilya Lichtenstein and Jana Fung
MixRank, USA


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: Change in qualitative vs. quantitative research in 2012