Gartner predicts 60% of CMOs will halve their analytics departments by 2023 because data isn't delivering its intended value. Are marketers using data to produce vanity metrics instead of the insights they really need?
Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. While more needs to be done to disincentivise guilty parties, we are in a better situation than previously.
'In-sourcing' the marketing function is not as simple as it seems. With no set model for in-housing, those brands that do want to create their own in-house team are building the future of marketing for their business.
With recent updates, Google has made it clear that it takes its role in helping local businesses seriously - but it is time for businesses to start taking Google tools seriously as well.
