Mastering marketing technology has a long way to go, and with new tools come new challenges and concerns. Past research has found that privacy and data security are critical when deciding which technologies to invest in, and results from Accenture polling conducted in January 2015 were in line with this. According to executives worldwide, security concerns were the biggest digital technology challenges, cited by 51%.
With new tools popping up every day, just over four in 10 found it difficult to keep up with digital advancements, 37% had trouble filtering through all of the options to find the right technology partners, and 36% had yet to take advantage of digital’s potential. Read the rest at eMarketer.