• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Research
    • Markets & Technologies
    • Raw Materials
    • Top Companies
    • Directories
    • Jobs
    • Events
    • Microsites
    • More
  • Magazine
  • News
  • Research
  • Markets & Technologies
  • Raw Materials
  • Top Companies
  • Directories
  • Jobs
  • Events
  • Microsites
  • Current / Back Issues
    Features
    Business Corner
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    World Reports
    eBook
    Top Features
    CPMA Celebrates 100 Years of Leadership for the Color Pigments Industry

    Aerospace Coatings Market

    Energy Curing and Coil Coatings

    Lab/Testing Equipment Update

    High Performance and Special Effect Pigments
    Breaking News
    Online Exclusives
    Distributor News
    Financial News
    Paint & Coatings Manufacturer News
    People In the News
    Price Increases
    Product News
    Raw Materials & Equipment
    Video Bites
    Suppliers News
    Live From Shows
    Top News
    SONGWON Appoints New Leader Business Unit Tin Intermediates / PVC

    Cabot Corporation Achieves Platinum Rating from EcoVadis

    BASF Closes Purchase of DOMO Chemicals’ Shares in Alsachimie JV

    ROSS Introduces Custom Coaxial Mixer for Complex Formulations

    Covestro Expands Coatings and Adhesives Lab in Shanghai
    Top Companies report
    Market Research
    White Papers / Tech Papers
    Technical Papers
    Product Spec Sheets
    World Reports
    Adhesives and Sealants
    Aerospace Coatings
    Architectural Coatings
    Automotive Coatings
    Automotive Refinish
    Business Operation
    Color Trends & Forecast
    Construction Chemicals
    Corrosion Control
    Industrial Coatings
    Laboratory Equipment
    Marine Coatings
    Market Trends & Forecast
    Powder Coatings
    Production Equipment
    Radcure Coatings
    Special Purpose Coatings
    Wood Coatings
    "Green" Coatings

    ROSS Introduces Custom Coaxial Mixer for Complex Formulations

    AkzoNobel Vehicle Refinishes, Solera to Enable Data-Driven Sustainability

    PPG Revitalizes School in France as Part of COLORFUL COMMUNITIES 10-year Celebration

    Jotun Joins RightShip’s Zero Harm Innovation Partners Program

    Tnemec Launches New Waterborne Epoxy Products
    Additives
    Binders
    Pigments
    Solvents

    Safic Alcan to Distribute Evonik Functional Silanes in Central Eastern Europe

    CPMA Celebrates 100 Years of Leadership for the Color Pigments Industry

    Orion S.A. Earns 10 Safety Awards from ICBA

    OXERRA Expands Augusta Facility to Enhance U.S. Distribution Capabilities

    Münzing Expands U.S. Operations with New Production Facility in South Carolina
    Company Capabilities
    Buyers Guide
    Distributor Guide
    Add New Company
    International Buyers Guide Companies
    Evonik Corporation

    Siltech Corporation

    Gehring Montgomery Inc

    Patcham USA

    Vibrantz Technologies
    Industry Events
    Webinars
    Live From Show Event
    Top Events
    ABRAFATI SHOW 2025

    Paint Bangladesh 2025

    Paint Expo Eurasia

    CEPE Annual Conference

    Western Coatings Show
    Companies
    White Papers/Tech Papers
    Product Spec Sheets
    Equipment
    Literature/Brochures
    Videos
    International Buyers Guide Companies
    Evonik Corporation

    Siltech Corporation

    Gehring Montgomery Inc

    Patcham USA

    Vibrantz Technologies
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Business Corner
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Directories
      • Buyers Guide
      • Distributor Guide
      • Corporate Capabilities
      • Trade Associations
      • Add Your Company
    • Markets & Technologies
      • Adhesives and Sealants
      • Aerospace Coatings
      • Architectural Coatings
      • Automotive Coatings
      • Automotive Refinish
      • Business Operation
      • Color Trends & Forecast
      • Construction Chemicals
      • Corrosion Control
      • Industrial Coatings
      • Laboratory Equipment
      • Marine Coatings
      • Market Trends & Forecast
      • Powder Coatings
      • Production Equipment
      • Radcure Coatings
      • Special Purpose Coatings
      • Wood Coatings
      • "Green" Coatings
    • Raw Materials
      • Additives
      • Binders
      • Pigments
      • Solvents
    • World Reports
      • Africa Report
      • China Report
      • India/Asia Pacific Report
      • Europe Report
      • Latin America Report
      • Market Research
      • Russian Report
    • Top Companies
    • Online Exclusives
    • Glossary
    • Slideshows
    • Experts Opinions
    • Blog
    • eBook
    • Infographics
    • Videos
    • Podcasts
    • Whitepapers
    • Jobs
    • Microsites
      • Companies
      • White Papers/Tech Papers
      • Product Spec Sheets
      • Equipment
      • Literature/Brochures
      • Videos
    • Events
      • Industry Events
      • Live From Show Event
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Business Corner

    Marketing & Analytics

    Part 2 of a 2 Part Series

    Marketing & Analytics
    Phil Phillips, Contributing Editor12.09.16
    Last month we covered the basics of analytics and what potentially it could do going forward. This month we wanted to isolate on the topic of its effect and potential as a marketing tool.

    McKinsey covered this topic very well in their Harvard Business Review, November 5, 2015 article...QUALIFYING THE IMPACT OF MARKETING ANALYTICS.

    It is a fact that marketing analytics is becoming very attractive tool and potentially a “big business.” There is, as McKinsey points out, “a buying frenzy” associated with the “promise of improved precision and performance, advanced analytics and BIG DATA have set off.”

    That being said, what are the corporate investments being made in it and what is the current and future impact of those investments?

    Currently, the types of uses of analytic marketing activity and their respective use percentages are impressive as can be seen in this chart.

    McKinsey reports that of their respective marketing budgets and over the next three years, companies will spend 11.1%, up from 6.7% currently. Additionally, major brands plan to increase their analytics spending by “73% over the next three years”.

    According to VentureBeat, in 2015, more than a billion dollars have been invested in data analytics companies and the number of marketing tech companies has doubled to almost 2000 this year alone.

    Now we know that a great deal of resources are being placed into this space called ANALYTICS. But what about the impact of all this “frenzy” on key business elements like...
    • Marketing Analytics ROI improvement?
    • Marketing effectiveness?

    Part of the overall problem lies in how one quantifies the impact and, equally important, how does this transform into decisions about investing in and using analytics?

    In a CMO (Chief Marketing Technologist) Survey it created a metric that reflected the number of ways companies use marketing analytics in 11 areas. The results showed strong support of marketing analytics use to ROI, thus supporting spending on analytics in the marketing arena.

    Considering the table referred to earlier, the facts seem to show there is a great deal of room for improvement. The example given was Customer Acquisition being the highest activity use at 36.6%, represents the only instance where more than one third of companies use analytics.

    CONCLUSION: Marketing analytics have major bottom line and ROI impact; however, their use is amazingly limited.

    Additionally, the McKinsey article talks to the question . . . “how can companies get more from their investments in marketing analytics?”

    Three things must be successfully overcome...
    • These generated insights fail to get to the right people . . . the people who can use them.
    • Delivering both analysis and insights from the data requires complex series of hand-offs. This leaves ample room for miscommunications.
    • Poor articulation of the goals of the use of marketing analytics, a lack of focus on what it takes to get it right, and limited application of learned lessons across the organization.

    To avoid these problems, McKinsey recommends...
    • Using analytics for just 1-2 new marketing activities at first and,
    • Creating a heat map of current capabilities across marketing activities and comparing with industry leaders. CW

    Dan Adams, President of the AIM Institutre contributed content to this article.
    Related Searches
    • chinacoat
    • china
    • clariant
    • cristal
    Suggested For You
    PPG to Present Commercial Collision Trends at 2021 HD Repair Forum PPG to Present Commercial Collision Trends at 2021 HD Repair Forum
    Mark T. Rankin Named Vice President of Global Systems at RPM Mark T. Rankin Named Vice President of Global Systems at RPM
    Axalta’s Trend Forecasting Studio Predicts the Future of Color and Finishes for 2022 Axalta’s Trend Forecasting Studio Predicts the Future of Color and Finishes for 2022
    Lab & Testing Equipment Directory Lab & Testing Equipment Directory
    Behr Paint Names UM Media Agency of Record Behr Paint Names UM Media Agency of Record
    A Perspective on Organizational Strategy A Perspective on Organizational Strategy
    Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement  Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement
    Sensory Analytics, The Bronx Group Partner for Russia/CIS Region Sales, Support Sensory Analytics, The Bronx Group Partner for Russia/CIS Region Sales, Support
    Q&A: The ChemQuest Group Q&A: The ChemQuest Group
    Coatings World Reaches 975,000 Visits in 2020 Coatings World Reaches 975,000 Visits in 2020
    Chromaflo Technologies Adds Christina Rouse as Data Warehouse Architect Chromaflo Technologies Adds Christina Rouse as Data Warehouse Architect
    PPG Appoints Marvin Mendoza as Global Head of Diversity, Equity & Inclusion PPG Appoints Marvin Mendoza as Global Head of Diversity, Equity & Inclusion
    Deloitte Study: The Future of Work in Oil, Gas and Chemicals Deloitte Study: The Future of Work in Oil, Gas and Chemicals
    SpecMetrix Systems: More Precise Coating Thickness Measurement Option for Metal Coil Applications SpecMetrix Systems: More Precise Coating Thickness Measurement Option for Metal Coil Applications
    Coatings, Silicon-based Technologies and Corrosion Coatings, Silicon-based Technologies and Corrosion

    Related Breaking News

    • Automotive Refinish | Breaking News
      PPG to Present Commercial Collision Trends at 2021 HD Repair Forum

      PPG to Present Commercial Collision Trends at 2021 HD Repair Forum

      Speakers to share insights from PPG ADJUSTRITE commercial estimating system.
      09.14.21

    • Breaking News | People in the News
      Mark T. Rankin Named Vice President of Global Systems at RPM

      Mark T. Rankin Named Vice President of Global Systems at RPM

      He will manage system implementations, advanced data analytics,global software strategies and continue to oversee digital transformation.
      07.30.21

    • Breaking News | Color Trends & Forecast | Market Trends & Forecast | Paint & Coatings Manufacturer News | Powder Coatings
      Axalta’s Trend Forecasting Studio Predicts the Future of Color and Finishes for 2022

      Axalta’s Trend Forecasting Studio Predicts the Future of Color and Finishes for 2022

      Silence, human touch and durable finishes: Axalta’s trend forecasting studio predicts the future of colour and finishes for 2022.
      06.21.21


    • Lab & Testing Equipment Directory

      Lab & Testing Equipment Directory

      Here is a look at the latest offerings from select lab and testing equipment suppliers.
      05.11.21

    • Breaking News
      Behr Paint Names UM Media Agency of Record

      Behr Paint Names UM Media Agency of Record

      UM to take on all U.S. media duties for leading manufacturer of paints, primers, decorative finishes, stains and surface preparation products.
      04.26.21

    Loading, Please Wait..
    Breaking News
    • SONGWON Appoints New Leader Business Unit Tin Intermediates / PVC
    • Cabot Corporation Achieves Platinum Rating from EcoVadis
    • BASF Closes Purchase of DOMO Chemicals’ Shares in Alsachimie JV
    • ROSS Introduces Custom Coaxial Mixer for Complex Formulations
    • Covestro Expands Coatings and Adhesives Lab in Shanghai
    View Breaking News >
    CURRENT ISSUE

    May/June 2025

    • Aerospace Coatings Market
    • Energy Curing and Coil Coatings
    • Lab/Testing Equipment Update
    • High Performance and Special Effect Pigments
    • View More >