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From social listening insight to email metrics, US marketers rely on a slew of data sources to inform their decisions. But less than 9% of those polled by mobile marketing provider Tune in March 2017 said they use a single system of record to bring all that data together.
Instead, roughly 21% of respondents rely on multiple databases, and 16.5% use a marketing cloud service to house data.
Some marketers do plan to implement a single system eventually: 16.4% said they aim to do so this year, and 6.2% said it’s in the works for 2018. But marketing clouds may increasingly serve as proxies for reaching the elusive infrastructural goal.
According to data from a June 2017 Technology for Marketing (TFM) and Smart Insights report, more than a third of marketers across Europe, the UK and the US plan to make full marketing cloud updates in 2018 or later.
Though not quite the same thing, a well-integrated marketing cloud could potentially serve more functions than a single system of record. It could not only bring data together, but also deliver actionable insights to marketers and operationalize them through email marketing, social media and other channels.
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