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 comfortable supporting their customer-centric priorities.
It also suggests they are less concerned about advancing the KPI reporting that C-level management requires (such as ROI, or closing the data gaps), and to a lesser extent, the need to overcome their number one barrier to achieving success—“access to more advanced analytics/ insight to make smarter decisions.”
Tactical campaign tools, such as marketing automation, are more likely to be used to track media channels, albeit only a few exist within the entire media mix.
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