Despite the hype about the ever-growing role of social-media marketing in business strategy of B2C organizations, the latest research by Simply Measured shows that on average American brands spend just 9.9% of their allocated digital marketing budget in 2015. However, it is to double and reach 22.5% in the next five years, according to projections of the survey participants.

Despite the fact that 77% of CMOs in 2014 “had good understanding of big data,” according to the Forbes Insights study, a new independent research by Duke University’s Fuqua School of Business shows that just 29% of all marketing efforts use the results of marketing analytics—at least in the U.S. The school has been conducting the survey sponsored by McKinsey and American Marketing Association twice a year since February 2012, with 288 top marketers from the U.S.