About half of marketers worldwide are integrating data across their tech stacks, according to a January 2018 survey from Ascend2. While a slight majority are integrating data, 43% of respondents reported that they’re merely talking about doing this.
The GDPR is driving marketers to first-party data handlers at a time when anxiety is high over the new regulation. In a spring 2017 survey from Veritas, 32% of business decision-makers worldwide were concerned that they didn’t have the right tools in place to monitor data as they prepared for the GDPR.
Roughly half of executives worldwide say analytics and social marketing competences are critically important digital marketing capabilities.
Among US CMOs polled, 40% ranked analytics as one of the top increased management expectations over the past year.
New business development ranks as this year’s biggest challenge, cited by 27% of marketers, echoing the focus on revenue growth.
Positioning was the No. 1 marketing responsibility among B2B marketers worldwide, cited by 90%.
Some 65% of senior marketing executives anticipate spending more on marketing technology in the coming year.
Just 4% of marketers claim to have completely integrated marketing technology.
When evaluating new tools to invest in, nearly half of marketers said it was critical for them to be able to fully integrate the new with the old.
Improving customer service and satisfaction was the primary reason for putting money toward new technology, cited by 62%.