Cover for The New Marketing Reality

Survey Reports

The New Marketing Reality


The traditional funnel no longer works. It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn’t take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers. To help marketers break free from these processes that are stopping them from capitalising on the opportunities that more agile, disruptive companies are enjoying, The New Marketing Reality report, produced in association with IBM Watson Marketing, identifies some key areas ripe for change.

Cover for Driving Growth With Measurement in a Mobile World

Survey Reports

Driving Growth With Measurement in a Mobile World


Driving Growth With Measurement in a Mobile World highlights changing attitudes and approaches to analytics and measurement. In a marketing landscape with more data than insights, some organizations are turning to a practical, business outcome-focused model. This report, produced in partnership with Google, is based on a survey of executives at enterprise organizations averaging more than $1B in 2016 revenues.

Cover for B2B Digital Trends 2016 - 2017

Survey Reports

B2B Digital Trends 2016 - 2017


This year's B2B Digital Trends report, published in association with Adobe, draws on the input of more than 1,000 global B2B professionals. As the fifth annual report on B2B in digital, our latest edition deviates from the tendency of past reports to ennumerate ways in which B2C trails B2B, instead evaluating similarities and providing useful projections of the future.

Cover for Customer Recognition: How Marketing is Failing at its Top Priority

Survey Reports

Customer Recognition: How Marketing is Failing at its Top Priority


The Customer Recognition Report, produced in association with Epsilon and Conversant, explores where marketing is today in its pursuit of personalized promotion and finds a stark gap between perception and reality. The report is based on a survey of 220 executives with knowledge of their organization's measurement and analytics capabilities.

Cover for The State of Marketing Attribution

Survey Reports

The State of Marketing Attribution


This State of Marketing Attribution report is produced by Econsultancy in association with AdRoll and explores the tools and processes employed for attribution, as well as the potential barriers to effective use of the capability. 

Cover for Embracing Digital Transformation in the Pharma and Healthcare Sectors

Best Practice Guides

Embracing Digital Transformation in the Pharma and Healthcare Sectors


The Embracing Digital Transformation in the Pharma and Healthcare Sectors report looks at the opportunities that digital presents in these sectors, how they are responding to the changing needs of customers, the challenges companies are facing in digitally transforming themselves and how they are approaching these challenges.

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Trend Briefings

Beyond Brexit


In Beyond Brexit, Econsultancy looks back on the lessons marketers must learn. We examine how brands can future-proof their strategies against similar periods of uncertainty, establish contingencies and create enough organisational agility to roll with the political, economic and cultural punches. The report explores the global impact of Brexit on digitally-driven, marketing-led brands from the perspectives of talent, data, technology and analytics.

Cover for Secrets of Elite Analytics Practices

Survey Reports

Secrets of Elite Analytics Practices


This Secrets of Elite Analytics Practices report is produced by Econsultancy in association with IBM and explores the relationship between the effort to improve customer experience and business results. The report examines a variety of different disciplines within analytics for their maturity and impact on KPIs.

Cover for Trends and Priorities in the Media and Entertainment Sector

Survey Reports

Trends and Priorities in the Media and Entertainment Sector


This Trends and Priorities report, focused on the media and entertainment sectors, is produced by Econsultancy in association with Adobe and explores an industry caught between its past and future, with many having high aspirations but held back by culture and siloed budgets.

Cover for Measurement and Analytics Report 2016

Survey Reports

Measurement and Analytics Report 2016


The Measurement and Analytics Report 2016, produced by Econsultancy in partnership with analytics consultancy Lynchpin for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance. The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.