The Insights2020 study is focused on developing the strategic framework, practical guidelines,
practical case studies and engagement opportunities to help marketing and insights and analytics
• Define the role of insights and analytics in driving business strategy and growth;
• Build and organize the function – both structure and processes – for success; and
• Emulate the leadership competencies and behaviors of over-performing organizations.
From March to September 2015, more than 325 interviews were conducted with business, marketing, and insights and analytics leaders; and more than 10,000 practitioners from 60 countries participated in the online Insights2020 survey. This research was boosted with online behavior analysis by LinkedIn, and crowd sourcing led by Wharton. Insights2020 work builds on the findings of Marketing2020, the largest study of its kind, helping global CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in the July-August 2014 Harvard Business Review.