The vast majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%), but more advanced technologies such as predictive analytics and social analytics will require more attention.
Nearly all marketers increased their mobile ad budget in 2014—93% worldwide.
Brand building and loyalty were the top online priorities for media and entertainment companies.
eMarketer estimates steep growth (82.3%) in the amount spent on mobile display advertising in the US this year.
This infographic illustrates the marketing technology universe with 947 different companies that provide software for marketers.
Fewer marketers were interested in customer survey data and third-party market research.
Marketers most commonly saw Immediate Opportunity (defined as useful within the next 12 months) for customer profile data, web data and location data.