The state of integration is poor right now,” declares a new study released by Signal based on a survey of 281 marketers primarily based in the US. Indeed, while respondents recognize a range of benefits to a fully integrated marketing stack, around half of respondents said their marketing data and technology are either managed separately (10%) or that only some tools are integrated (41%). Just 4% reported having a completely integrated stack.
Part of the problem can be traced to the sheer number of technologies being used. In a recent Forbes Insights and Sitecore survey of senior executives at large organizations, respondents averaged 36 different data-gathering systems and vendors for marketing efforts, with some using hundreds. Read the rest at MarketingCharts.