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All posts by: Jeff Winsper

C-Level 2016 Marketing Study: Resources

Marketing relies on multiple resources across the enterprise to help manage their Marketing Technology stack. Marketing Operations leads the way, but there are nearly as many marketers also partnering with their IT department. Even with so many SaaS-based Marketing Technology offerings that don‘t need IT to “manage” a 3rd party […]

C-Level 2016 Marketing Study: Technologies

A probe into 2016 marketing technology investments may be an indication of marketer’s intent to fill data and reporting gaps, and fulfill their priorities. There is an indicated proclivity to purchase Business Intelligence, Marketing Automation/Campaign, and Customer Interaction tools in 2016. This supports the previous findings that marketers are more […]

C-Level 2016 Marketing Study: Tools

Marketers currently use a breadth of tools to help compile and report marketing analytics. The most commonly used category is Customer Relationship Management (CRM), which is not that surprising given the proliferation of its current adoption, as well as the need to report on pipeline, customer acquisition, retention/repeat, and up-selling […]

C-level 2016 Marketing Study: Financials

Financials is the one data source to which marketers have the fullest access, but they are challenged to connect their contribution to business outcomes. Measuring revenue, profit, and ROI rank in the top 5 Key Performance Indicators (KPIs) that C-level management require. Yet those KPIs also represent some of the […]

C-Level 2016 Marketing Study: Data access

This figure combines two questions to understand what may be creating the universal gap to fulfill the number one barrier, advanced analytics: “What are the most important data sources you require to provide advanced analytics, and of those, what is your ability to access them?” Outside of marketers having more […]

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