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August 11, 2017

Analytics Is Over 25% of Most Marketing Budgets

Openprise Data Orchestration Launches on Salesforce AppExchange


B2B marketers have lagged B2C in adopting Customer Data Platforms, in part because many assumed all the relevant data is in their CRM system. But as B2B martech systems proliferate, there’s growing demand for systems to merge CRM data with data from other sources. One beneficiary is Openprise, which merges data from Salesforce.com and marketing automation products. They’ve just launched their product on the Salesforce AppExchange.

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Security And Bad Data Are Biggest Tech Headaches: RainKing Report


RainKing continuously interviews decision makers to find out what they're buying. They just released a Technology Spending Trends and Pain Points report that finds security spending is rising across all tech categories. The number of marketers suffering from bad data also rose sharply, from 50% to 57%. Or so says their press release: the promised email with a link to the actual report never arrived. Maybe you’ll have better luck.

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Data and Analytics Absorb More than 25% of Most Marketing Budgets: Forbes Study

Martech Today

Into pain, are you? Then you’ll enjoy a Forbes Insights report on top pain points related to data-driven marketing strategy. Culture and management support head the list, followed by technology and internal skills. Funding is less of a problem. In fact, 27% of respondents said they spend more than half their marketing budget on data, up from just 12% a year ago. Another 39% said they spend 26% to 50%, up from 28% last year. That seems crazily high but numbers don’t lie, right?

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The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.


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