The Understanding-Activation Gap: Why Marketers Struggle To Convert Predictive Analytics Into ActionThe Understanding-Activation Gap: Why Marketers Struggle To Convert Predictive Analytics Into Action https://c-suitenetwork.com/wp-content/uploads/2017/06/the-understanding-activation-gap-why-marketers-struggle-to-convert-predictive-analytics-into-action.jpg 960 612 C-Suite Network https://c-suitenetwork.com/wp-content/uploads/2017/06/the-understanding-activation-gap-why-marketers-struggle-to-convert-predictive-analytics-into-action.jpg
Understanding analytics is one thing. But it’s a very different skill to convert understanding into behavior-changing programs. Predictive marketing company, Radius, recently conducted a survey with Demand Metric to understand the key challenges facing B2B demand generation marketers and the impact that predictive analysis has. To better understand the results of the study, I turned to Shari Johnston, SVP and Head of Marketing at Radius, who provided the following insight.
Kimberly Whitler: What are some of the key findings from the study?
- More than 80% of study participants with an “ineffective” demand generation process report that data quality has a moderate to significant impact on marketing campaigns or sales efforts
- 74% of marketers claim effective demand generation processes grew revenue year-over-year
- More study participants claim to understand predictive analytics well (44%) than are actually implementing or using it (11%)
Whitler: The Demand Metric research found that there is a gap between marketers being able to understand predictive analytics and their ability to put it into action (i.e., use predictive analytics) Why is there a gap? What can marketers do to overcome the gap?
Johnston: There is a gap between marketers understanding predictive analytics well (44% of respondents) and them having actually implemented or used it (11% of respondents). There are really two key drivers of…