Spend crossed selling analytics and information infrastructure is forecast to turn from $22 cardinal successful 2022 to $32 cardinal successful 2026 successful the U.S., U.K. and European Union. That’s according to a caller study from Winterberry Group, “From Data to Insight: The Outlook for Marketing Analytics.”

The predicted summation of implicit 30% is derived from a survey of 200 U.S. and European marketers, arsenic good arsenic interviews with manufacture experts.

Why we care. These findings underline the grade to which selling volition go progressively data-driven successful the months and years to come. In bid to beryllium data-driven astatine scale, selling volition trust much and much connected an agile and well-integrated martech stack.

What’s more, the scope of skills required wrong selling organizations — oregon successful adjacent proximity — volition person to see assurance successful handling analytics and data.

Major challenges. Despite these prospects for growth, Winterberry listed 4 large challenges that proceed to canine the information and analytics space:

• Quality of information and persistence of information silos.
• Conducting measurement contempt “black boxes” (unreliable vendor show data).
• The deprecation of third-party cookies.
• A shortage of talent.

Dig deeper: Marketing analytics: What it is and wherefore marketers should care

A enactment successful progress. Many selling organizations admit themselves arsenic lacking maturity erstwhile it comes to information and analytics. 47% picture themselves arsenic “emerging” oregon “progressing”: lone 10% see themselves “leaders.”

The main areas of involvement arsenic organizations make the close muscles are assemblage intelligence, the lawsuit journey, lawsuit experience, originative and content, and media measurement and attribution.

“Organizations starring the complaint successful analytic decision-making person demonstrated that a cohesive strategy crossed data, technology, people, and processes is cardinal to success,” said Michael Harrison, Winterberry Group Managing Partner, successful a release.