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Analytics Are Widely Used, but Is the Effort Paying Off?

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Companies are using analytics tools across their organizations, but areas where analytics are used most heavily are not necessarily where they’re most influential, according to data from Econsultancy and Lynchpin.

On the contrary, Econsultancy’s survey of marketers, consultants and executives at vendors and agencies worldwide revealed discrepancies between the use of analytics and their influence on change in an organization.

For example, almost three-quarters of respondents used analytics to increase traffic, but only 46% said analytics were influential at driving change in this area of business.

A slightly greater disconnect exists when it comes to acquiring new customers. Sixty-five percent of respondents used analytics for this purpose, but only 37% said analytics have an impact on change in this regard.

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