Marketers can tackle A/B testing in-house, but may need help with more complicated analytics

Key stat: Over half (55%) of in-house marketers conduct A/B and multivariate testing, the most common type of advanced analytics done in-house, according to April 2024 data from Funnel and Ravn Research.

Beyond the chart:

• More complicated types of analytics, like predictive or sentiment analysis, are less common among in-house marketers, per the data.
• But generative AI (genAI) could help—56% of marketing executives believe implementing genAI will likely result in measurable improvements in predictive analytics accuracy and 46% believe integrating genAI will significantly enhance their real-time decision-making capabilities, per a July 2024 survey from SAS conducted by Coleman Parkes Research.

Use this chart: Marketers can use this chart to benchmark their in-house analytics against industry standards and identify where technologies like generative AI can help boost in-house capabilities.

Related EMARKETER reports:

• How CMOs Are Maximizing ROI (Subscription required)
• Hyper-Personalization Explainer 2024 (Subscription required)

Note: Respondents were asked, "Does your marketing team do any of these things in-house?"

Methodology: Data is from the September 2024 Funnel and Ravn Research report "Agency Acceleration." 327 in-house marketers and agency professionals worldwide were surveyed during April 2024.