问题描述：
英语翻译
DIGITAL STRATEGY:Maybe your brand should see an analyst
abstract(summary)
At the moment,business choices in the online environment are not widely supported by data.A surprisingly small percentage - 13% - of marketers use it as the dominant determiner of decisions.In addition,a startling 29% of marketers say fewer than a quarter of their decisions are data-driven.However,with fiercer demands for return on investment coupled with the availability of increasingly sophisticated analytics,this is set to change.Marketers say data gleaned from all the different channels of digital marketing will soon be seen as having a greater impact on their brand’s online strategy.There is a definite move to embrace the possibilities of analytics,with 56% predicting that more decisions will be supported by data over the next 12 months.
Key findings
Sales are still the dominant metric for brands assessing the effectiveness of their online brand marketing,with 44.8% measuring it this way.
43.5% say they expect an increase in the relative investment in improving the on-site experience versus increasing traffic to the site.
28.9% admit that under a quarter of business decisions have historically been supported by data.
69.6% of those surveyed say they are currently spending less than 10% of their budget on social media.
19.0% of marketers expect an increase in the use of online digital performance metrics to support decisions over the next year.
19% spend 20% of their budget on bringing traffic to the site versus 80% on the experience on the site.
43% of businesses have upped their digital spend for 2010.
1.7% of those responsible for digital marketing are spending more than half of their budget on social media.
36.4% have a digital marketing function separate from their offline marketing arm.
55.8% say more business decisions in the online environment will be supported by data.
45.7% analyse the link between online and offline customer behaviour.
34.6% of brands surveyed just use the in-house team for their digital marketing projects.
DIGITAL STRATEGY:Maybe your brand should see an analyst
abstract(summary)
At the moment,business choices in the online environment are not widely supported by data.A surprisingly small percentage - 13% - of marketers use it as the dominant determiner of decisions.In addition,a startling 29% of marketers say fewer than a quarter of their decisions are data-driven.However,with fiercer demands for return on investment coupled with the availability of increasingly sophisticated analytics,this is set to change.Marketers say data gleaned from all the different channels of digital marketing will soon be seen as having a greater impact on their brand’s online strategy.There is a definite move to embrace the possibilities of analytics,with 56% predicting that more decisions will be supported by data over the next 12 months.
Key findings
Sales are still the dominant metric for brands assessing the effectiveness of their online brand marketing,with 44.8% measuring it this way.
43.5% say they expect an increase in the relative investment in improving the on-site experience versus increasing traffic to the site.
28.9% admit that under a quarter of business decisions have historically been supported by data.
69.6% of those surveyed say they are currently spending less than 10% of their budget on social media.
19.0% of marketers expect an increase in the use of online digital performance metrics to support decisions over the next year.
19% spend 20% of their budget on bringing traffic to the site versus 80% on the experience on the site.
43% of businesses have upped their digital spend for 2010.
1.7% of those responsible for digital marketing are spending more than half of their budget on social media.
36.4% have a digital marketing function separate from their offline marketing arm.
55.8% say more business decisions in the online environment will be supported by data.
45.7% analyse the link between online and offline customer behaviour.
34.6% of brands surveyed just use the in-house team for their digital marketing projects.
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