Understanding the Data & Analytics Specific Purchase Process [Infographic]
- 1. Average that data & analytics focused decision-makers download to aid them throughout the purchase process UNDERSTANDINGTHE DATA&ANALYTICS-SPECIFIC PURCHASEPROCESS of organizations have big data/analytics tools in place or are actively researching these technologies DECISIONSWITHINTHEDATA&ANALYTICSPURCHASEPROCESS Who represents the data & analytics buying team? OFDATA&ANALYTICS PURCHASESHAVEITASTHE PRIMARYBUDGETHOLDER How long is the average data & analytics buying cycle? Source: IDG Role & Influence of the Technology Decision-Maker, 2020; CIO Pandemic Business Impact Study, 2020; IDG Customer Engagement, 2019; IDG Digital Business Research, 2019 To learn more about the data & analytics purchase process and how IDG can help you identify content gaps and needs to help you better engage this audience, contact your IDG sales representative. 89% are involved in data & analytics purchases CONTENTEDUCATINGDATA&ANALYTICSDECISION-MAKERS 23 DETERMINETHE BUSINESSNEED1 1 CIO 69% 2 LOBmgmt 55% 3 COO 43% RECOMMENDOR SELECTVENDORS4 1 CIO 64% 2 ITmgmt 43% 3 ITstaff 39% EVALUATEPRODUCTS &SERVICES3 1 CIO 68% 2 ITstaff 60% Architect ITmgmt SELLINTERNALLY 5 1 CIO 60% 2 COO 33% 3 Business relationshipmgr 27% APPROVEOR AUTHORIZEPURCHASES6 1 CFO 71% 2 CIO 66% 3 CEO 60% POSTSALES ENGAGEMENT7 1 CIO 64% 2 ITstaff 46% 3 Engineer 39% 4.9MONTHS n Tech content sites n White papers n Webcasts/webinars MOSTRELIED-UPONPIECESOFCONTENT But there’s still more work to be done... 7PIECESOFCONTENT 35% n Product testing/reviews/opinions n Product demo/product literature n Analyst research TOPSOURCESOFINFORMATION Data & analytics is the #1 technology IT leaders expect to invest more dollars in to become a digital business over the next 12 months 63% PEOPLE Only 35% of data & analytics- specific downloaded content has provided value to ITDMs in the past 12 months. 32% of ITDMs consider big data/analytics to be a disruptive technology – a tool that has the potential to significantly altar the way their business operates 55%3 DETERMINETECHNICAL REQUIREMENTS2 1 CIO 67% 2 ITmgmt 62% Architect ITmgmt 60%3 IT 32% Increase 11% Decrease 57% Remain the same LOB 30% Increase 16% Decrease 55% Remain the same Data & analytics purchase types in the next 6-12 months 54% Addition regardless of recent events 20% Upgrade 14% Addition due to recent events 12% Replacement 43% expect their content consumption to increase over the next 6-12 months FACTORSTHAT INCREASETRUSTIN ONLINECONTENT of data & analytics ITDMS are extremely/very likely to consider a new vendor when making quick purchase decisions said this was because it was a new initiative or request from line of business executives 44% 48% Properlysourced testimonials/ case studies 70% Recommendations by peers 67%