Marketing Technology 2017: Putting Customer Data at the Center - eMarketer

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Marketing Technology 2017: Putting Customer Data at the Center

eMarketer Report

By: eMarketer

Published: February 07, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Marketers continue to adopt technology to support their efforts, and to refine their use of these tools. The spotlight is on data as customer expectations pressure marketers to provide a personalized brand experience across channels.

  • As marketers continue to adopt more tech—and to improve in their use of it—they’re becoming more satisfied with the tools they have to do their jobs.
  • The best-of-breed tech stack, which uses tools from multiple vendors, is winning out over single-vendor suites and other options. Although integration is a perennial issue as new tools are adopted, major platforms have made progress in facilitating it.
  • Leading marketers are looking to be more strategic about their use of technology as they focus on making data-driven decisions across channels.
  • Marketing technology is just one component of digital transformation at brands, but it can lead the way as organizations focus on consumer expectations and the customer experience.

"A survey of US marketers by Walker Sands Communications and Chief Marketing Technologist found that 29% of respondents believed their company had not invested the right amount in marketing tech in 2016, down from 51% in 2015."

Table of Contents

More Marketing Tech, Fewer Problems

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Customer Data Drives Personalized Experiences

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Better Marketing Through Digital Transformation

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A Still-Busy Vendor Landscape

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13 charts are included in the full report:

Marketing Technology 2017: Putting Customer Data at the Center

US Marketers Who Agree that Their Company Invests the Right Amount in Marketing Technology, 2015 & 2016 (% of respondents)

More Marketing Tech, Fewer Problems

Allocation of Total Marketing vs. Marketing Technology Budget According to Marketers in North America and the UK, Aug 2016 (% of total)

US Marketers Who Agree that Their Company Invests the Right Amount in Marketing Technology, 2015 & 2016 (% of respondents)

Obstacles to Implementing New Marketing Technology According to US Marketers, 2015 & 2016 (% of respondents)

Email and Social Tools in the Lead

Email Marketing Automation Capabilities According to In-House Marketers vs. Agencies* Worldwide**, 2014-2016 (% of respondents)

Technologies Used for Account-Based Marketing (ABM) According to B2B Marketers Worldwide, 2015 & 2016 (% of respondents)

Best Description of Their Marketing Technology Stack According to US Marketers, Oct 2016 (% of respondents)

The Challenges of Integration

Extent to Which Their Marketing Technologies Are Integrated According to Marketers Worldwide, Oct 2016 (% of respondents)

US B2B Enterprise Marketers Whose Marketing Automation (MAS) and CRM Systems Are Integrated, 2015 & 2016 (% of respondents)

Customer Data Drives Personalized Experiences

Data-Related Strategies that Would Offer the Greatest ROI According to UK/US Marketers, Sep 2016 (% of respondents)

Type of Technology/Platform Used by Their Company to Manage Data Across Channels According to Client-Side Marketers Worldwide, 2015 & 2016 (% of respondents)

Obstacles to Building a Single Customer View According to Marketing Professionals Worldwide*, Nov 2016 (% of respondents)

A Still-Busy Vendor Landscape

Ad Tech and Marketing Tech Company Mergers and Acquisitions Activity Worldwide, Q1 2013-Q2 2016 (number of transactions)