Gartner, Marketing Technology Survey 2019 Almost half of their respondents expect analytics to be one of the top three most important technologies available. Gartner’s 2019 Marketing Technology Survey found that 19% of the people they interviewed believed advanced analytics would be the most impactful technology for marketing in the next five years. Most companies today are no strangers to BI and reporting tools, but our reliance on them is growing. Progress DataDirect, 2020 Progress Data Connectivity Report (2020) It’s a given that most people have exposure to Microsoft Excel, but among data professionals, tools that do big-data heavy-lifting are becoming more common. Forrester projects that by 2022, businesses will be spending a significant amount of their marketing budget on analytics tools and services.įorrester, The US Marketing Technology and Services Outlook (2018)ĭata and analytics spend in marketing is unsurprising when we look at the tools companies already use today to run their reports. While many applications have their own dashboards, the easiest way to visualize data is in a unified dashboard from a BI or analytics tool.
For instance, tracking the progress of a lead who opens an email becomes infinitely more interesting when you find out in your CRM that the lead is now a closed won opportunity.
In many cases, the value of one system’s data shines the most when it’s combined with that of another platform. Your martech stack produces a lot of valuable data. Suddenly, it’s not so hard to see why the martech landscape is estimated to have over 8,000 options.Ĭ, Marketing Technology Landscape (2020) How is that possible? Well, begin by counting your social media engagement tools, your content management systems, the demand generation lead capturing service, your project management platforms, customer relationship management (CRM) systems, marketing automation platforms and web analytics tools. According to, the average enterprise uses 120 marketing technology, or martech, tools.
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