Despite stagnant analytics capabilities, marketing analytics budgets are growing faster than overall marketing budgets.
Boston, April 29, 2015 – The emergence of big data as a management trend has produced a great deal of interest in marketing analytics. Aite Group first researched the topic in 2008, then followed up with an in-depth report into banks’ and credit unions’ marketing analytics plans and capabilities in 2013. How have those plans and capabilities changed two years later?
This report explores the progress that banks and credit unions have made in developing and deploying marketing analytics capabilities and sizes, and forecasts their investments in marketing analytics. It is based on a Q4 2014 Financial Brand and Aite Group survey of senior marketing executives at 262 U.S.-based financial institutions.
This 18-page Impact Note contains 12 figures and five tables. Clients of Aite Group’s Retail Banking & Payments service can download this report.