Marketers Prepare to Expand Analytics Teams as Use of Data Grows

In a survey conducted by Gartner over the first half of 2015, marketers claimed that they are using more data-driven tactics than ever before. As a result, teams are hiring more individuals to take advantage of the abundance of information.

According to the findings, two out of three companies intend to grow their analytics team in the near future. Christi Eubanks, the research director for Gartner for Marketing Leaders, says this means that hiring managers will need to find new sources of talent in an already competitive market.

Companies are investing more marketing money in analytics as well. About 34 percent of the marketing budget now goes toward analytics, which is an increase from the 21 percent recorded in 2013.

The Positive Impact of Data Utilization

As more businesses invest in analytics, research shows that they are expecting to see big results. A study released by Infogroup Media Solutions in early 2015 found that more than half of all marketers predict a positive return on their data-related investments for the first time this year.

Sixty-two percent of respondents said they were already investing in data marketing, which included using customer data and outside data trends. Furthermore, not everyone has had to wait to see positive results. About 47 percent said they were already seeing an ROI from their data marketing efforts.

Nearly 20 percent claimed that they could see their companies benefiting from data-driven strategies within the next two years.

“The foundation for ROI is collecting data from as many sources as possible and implementing solutions that bring it all together to provide a single view of customers,” concluded the authors of the study.