The Understanding-Activation Gap: Why Marketers Struggle To Convert Predictive Analytics Into Action

Author: Kimberly A. Whitler / Source: Forbes

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?

Shari Johnston:

• 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…

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