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C-Level 2016 Marketing Study: Tools

Marketers currently use a breadth of tools to help compile and report marketing analytics. The most commonly used category is Customer Relationship Management (CRM), which is not that surprising given the proliferation of its current adoption, as well as the need to report on pipeline, customer acquisition, retention/repeat, and up-selling […]

C-level 2016 Marketing Study: Financials

Financials is the one data source to which marketers have the fullest access, but they are challenged to connect their contribution to business outcomes. Measuring revenue, profit, and ROI rank in the top 5 Key Performance Indicators (KPIs) that C-level management require. Yet those KPIs also represent some of the […]

C-Level 2016 Marketing Study: Data access

This figure combines two questions to understand what may be creating the universal gap to fulfill the number one barrier, advanced analytics: “What are the most important data sources you require to provide advanced analytics, and of those, what is your ability to access them?” Outside of marketers having more […]

C-Level 2016 Marketing Study: Barriers and Focus

Departmental integration and communications is the #2 barrier for marketers to achieve their priorities. By overlaying 3 different questions, it becomes evident the lion’s share of marketers do not see it as a top focus to improve, even though it is the #7 lowest ability to perform. It is worth […]

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