Spending on marketing analytics and data infrastructure in the U.S., UK and EU will grow 45% from $22 billion in 2022 to $32 billion in 2026, according to a special report published this month by Winterberry Group.
The growth will be driven by technological advancements and process improvements that have enabled businesses to achieve greater results with less reliance on people and cumbersome, ineffective methods of data collection and analysis.
Titled “From Data to Insight: The Outlook for Marketing Analytics,” the research report examines and defines the present and future state of marketing analytics as well as use cases, industry challenges, and factors for success as demonstrated by companies that are utilizing analytics most effectively. The findings are based on surveys completed in early 2023 by 200 U.S. and European marketers, as well as interviews conducted with various industry experts.
The Mars Agency is delighted to have contributed to the report, which examines many of the critical issues around marketing data that are being addressed through our proprietary Marilyn martech platform.