AI didn’t write this blog, although it did help with some of the research! All uses of the em dash are entirely courtesy of Gena Killion, Director of Analytics and word nerd. Feel free to send her your punctuation hot takes — she’d love that!
Introduction
Marketing leaders are under pressure to demonstrate the ROI of their efforts more clearly than ever before. LinkedIn reported that up to 77 percent of CMOs feel under pressure to prove their campaigns are providing short-term returns from marketing investment.
Despite the proliferation of data sources and tools, a recent Gartner study shows that only 53 percent of marketing decisions are influenced by marketing analytics, indicating a gap between data availability and actionable insight. The path to closing the gap begins with a structured marketing analytics roadmap.
At Simantel, we help marketers evolve from basic tracking to advanced, automated decision-making by focusing on marketing analytics improvement as a strategic discipline — not just a tactical tool. Our Analytics Maturity Roadmap offers a practical path to achieving better marketing reporting and driving measurable results through data analytics for marketers.
Every organization is at a different point in their journey to analytics excellence, and as a trusted partner to some of the hardest working brands in the business, we’re here to help shore up those analytics foundations. That way we can unlock new capabilities so that marketers can continue to ask the smart questions that drive real results.
The Marketing Analytics Roadmap
1. Tracking
The foundation of any analytics strategy begins with quality data collection. Without reliable tracking, even the most advanced tools cannot deliver valuable insights.
According to Salesforce’s State of Marketing report, 78 percent of high-performing marketing teams use a centralized customer data platform, highlighting the importance of robust data collection infrastructure.
Deliverables:
- Web analytics setup
- Standard tracking and custom tagging
- Data collection and integration into data warehouses
- Normalization and platform consulting
For more on building a strong data foundation, refer to our blog article, From Data to Decisions.
2. Reporting
Once tracking is in place, the next step is developing consistent, clear reporting. This provides visibility into performance and begins to shape data into usable information.
A Deloitte study revealed that companies using standardized reporting tools are 30 percent more likely to effectively measure marketing ROI.
Deliverables:
- Standard dashboards (weekly, monthly, live)
- Client reviews and operational analytics
- List cleansing and ad hoc reporting
3. Insights
Integrated data across channels enables a comprehensive view, allowing for the identification of patterns and performance drivers.
Research shows that firms that integrate cross-channel insights are 37 percent more likely to improve customer acquisition and retention outcomes.
Deliverables:
- Custom dashboards with omni-channel data
- Insights and optimization workshops
Explore how we approach insight generation in Hot Takes from the Salesforce Ninth Edition State of Marketing Report.
4. Advanced Analytics
Advanced analytics focuses on predicting future outcomes and understanding the drivers behind marketing performance.
According to a BCG study, marketers who use advanced analytics are twice as likely to exceed their business goals.
Deliverables:
- Forecasting and modeling (media mix, lead gen, bidding optimizers)
- Segmentation (customer lifetime value, churn modeling)
- Attribution modeling (custom and decay models)
- Personalization and sales cycle variance analysis
For insights into advanced analytics applications, see our blog, 2024 B2B Marketing Trend Predictions: First-Party Data.
5. Automation
The long-term value of analytics maturity is the use of machine-driven decisioning. At this stage, data enables real-time optimizations and automated actions.
Deliverables:
- Automated optimization engines
- Machine learning models for personalization and forecasting
- Predictive audience segmentation
Industry Benchmarks: Where Do Marketers Stand?
According to Forrester, only 14 percent of companies are considered advanced in their marketing analytics maturity, while the majority operate at a basic or intermediate level. This misalignment contributes to inefficient spend and missed revenue opportunities.
A McKinsey report further suggests that organizations that effectively use marketing analytics are 1.5 times more likely to achieve above-average growth. However, only 20 percent of CMOs feel confident in their team’s ability to leverage advanced analytics.
The need for marketing analytics improvement is urgent, and marketers must move beyond vanity metrics to unlock meaningful, data-informed strategies.
Final Thoughts: A Call to Action
Marketing analytics is not a one-size-fits-all solution — it’s a journey. Whether you’re building out your first dashboard or integrating predictive models, a clear roadmap will enable smarter decisions, improved performance and stronger business impact.
At Simantel, our approach is to partner across teams to design customized analytics strategies that meet specific business goals. We believe in delivering data analytics for marketers that go beyond reporting, helping clients navigate complexity with clarity and confidence.
Investing in your analytics maturity isn’t just a trend — it’s your competitive advantage.
Ready to get started on your marketing analytics journey? Let’s talk!
