The leading reason why companies don’t invest more money in digital marketing is a generally restricted budget for all types of marketing.
Improving the customer experience and the need to get new customers were the leading factors driving the need for big data projects.
Nearly eight in 10 client-side marketers said they would increase digital marketing technology spending in 2015, vs. 70% in 2014.
Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities.
While 33% admitted to a basic understanding of data analytics, 44% thought of their group as proficient.
Coming out on top as the most highly-valued feature is first-party data collection, rated highly valuable by 63% of respondents.