The gist: Marketers don’t agree on what influences investments in analytics.
More information: “US senior decision-makers felt a number of varied factors impacted their analytics investments and objectives in Q1 2016,” wrote eMarketer.
“According to research, a plurality of executives—roughly one-fifth—blamed regulatory changes most, followed by economic (15%) and customer behavior shifts (13%),” eMarketer added, citing Mu Sigma poll results.
“According to the study, a number of diverse circumstances were said to affect respondents’ spend and goals for analytics over the past year. A plurality, but not a particularly strong one, blamed regulatory changes. But by and large, decision-makers were split about what affected their analytics investments and priorities, with small shares pointing to a variety of issues,” wrote eMarketer.