The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Part of the survey is devoted to the topic of marketing analytics and the understanding of what factors prevent companies from using more marketing analytics. The following findings are based on responses from 272 senior marketers within B2B firms and 114 senior marketers within B2C firms.

a. What is the probability that a randomly selected senior marketer indicates that lack of process/tools to measure success through analytics is a factor that prevents his/her company from using more marketing analytics?

b. Given that a randomly selected senior marketer is within a B2B firm, what is the probability that the senior marketer indicates that lack of process/tools to measure success through analytics is a factor that prevents his/her company from using more marketing analytics?

c. Given that a randomly selected senior marketer is within a B2C firm, what is the probability that the senior marketer indicates that lack of process/tools to measure success through analytics is a factor that prevents his/her company from using more marketing analytics?

d. What is the probability that a randomly selected senior marketer indicates that lack of people who can link to marketing practice is a factor that prevents his/her company from using more marketing analytics?

e. Given that a randomly selected senior marketer is within a B2B firm, what is the probability that the senior marketer indicates that lack of people who can link to marketing practice is a factor that prevents his/her company from using more marketing analytics?

f. Given that a randomly selected senior marketer is within a B2C firm, what is the probability that the senior marketer indicates that lack of people who can link to marketing practice is a factor that prevents his/her company from using more marketing analytics?

g. Comment on the results in (a) through (f).

Transcribed Image Text:

LACK OF PROCESS/TOOLS TO MEASURE SUCCESS FIRM Yes No Total B2B 90 182 272 B2C 35 79 114 Total 125 261 386 LACK OF PEOPLE WHO CAN LINK TO PRACTICE FIRM Yes No Total B2B 75 197 272 B2C 36 78 114 Total 111 275 386