Part two of this series looked at startups that are trying to unify disparate marketing metrics, but technology can only go so far in solving for analytics fragmentation.
Both on the client side and agency side, marketers need to get better at streamlining their processes and personnel to accommodate for big data aggregation and analysis methods that weren't possible even a few years ago.
"The larger, more traditional organizations haven't yet figured out how to use that technology and embed it within the fabric of how they approach marketing," said Rick Greenberg, CEO of Kepler Group, a digital media agency.
Industry statistics tend to support that conclusion. A CMO survey released last month by the Fuqua School of Business at Duke showed that in spite of increasing marketing analytics budgets, the percentage of CMO-led projects using marketing analytics is still below 33%. And a survey released by the analysts at Demand Metric found that while 86% of brands have some sort of analytics process, spreadsheets are still the most prevalent tool.