In 2019, most marketing decisions were not based on analytics. This is despite the fact that CMOs report that marketing decisions influenced by analytics increased 39 per cent from 2013 to 2019. During that same time period, marketing analytic investments increased 20 per cent.* Regardless of how analytic output is
CMOs are spending less on marketing technology than last year, but the software still makes up a considerable portion of marketing budgets. According to Gartner’s CMO Spend Survey 2019-2020, marketing technology (martech) investments dropped 3 percentage points year over year, falling to 26 per cent of marketing budgets in 2019.
The consolidation of marketing companies into platforms is a disservice to marketers and has stifled innovation, according to the head of product of Acoustic, the newly formed marketing technology company. Acoustic was created following the sale of IBM’s marketing assets to private equity firm Centerbridge Partners in April. The company
Ad retargeting business AdRoll has rebranded as NextRoll, a marketing and data technology company. At the beginning of last year the company refreshed its brands as a ‘growth platform’ after it laid off most of its Australian staff in late 2017. The business, which will still offers its retargeting capabilities,
While a strong partnership between CMOs and CIOs is seen as critical to success, few do it well according to new research from Forrester. Webinar: Can I Trust You? Building Customer Trust into Better Experiences. Register today! Download: Strategy First – How marketers can avoid common technology pitfalls and drive
From time to time, CMOs revisit their martech strategies to either better utilise the brand’s data assets or improve marketing execution to deliver ROI. In the Which-50 and Cheetah Digital whitepaper, How marketing can avoid common technology pitfalls and drive real ROI, the authors spoke to a number of marketers who told
Marketers are unhappy with the level of integration between the different technology tools they use to do their jobs. It’s an issue Which-50 has been interrogating with marketing executives, experts and analysts over the last three months, as we’ve tried to understand what’s driving a level of frustration with marketing
The complexity that comes with the growing martech marketplace is being mitigated by an increasingly popular “platform ecosystem” approach, according to Scott Brinker, one of the industry’s eminent voices. Brinker, VP of Platform Ecosystems at CRM SaaS provider Hubspot, argued the point at the company’s local event in Sydney yesterday.
IBM’s marketing and commerce software offerings, which were sold to private equity firm Centerbridge Partners in April, are now a standalone company called Acoustic. Unveiled this week, Acoustic is positioning itself as “the largest independent marketing cloud” which will be led by an experienced team including former IBM executives. The
Independent marketing software company Cheetah Digital has acquired Wayin, a tool for opt-in data collection and activation. Wayin specialises in what the company calls zero-party data, defined as the information a customer intentionally and proactively shares with your brand. This is considered distinct from first-party data which is owned by