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Database and analytics skills are investment focus for marketers this year

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Chicago—Two-thirds of marketers (67%) says resources for database and analytics to support online marketing efforts call for the most marketing investment this year, according to Alterian, an enterprise marketing company, which released the results of its fifth annual marketing survey on Tuesday.

The survey polled 852 marketers online and in-person in North America and the U.K. in October and November about their priorities for spending and resource allocation in 2008.

Alterian said 96% of respondents reported plans to implement marketing processes within their company over the next 12 months. Not surprisingly, 63% said that increasing marketing effectiveness was the primary objective behind implementing such processes.

Sixty-nine percent of marketers use between three and six “siloed” marketing applications to help them complete day-to-day tasks, creating challenges in the integration of marketing processes. Twenty percent use seven or more separate marketing applications, the survey found.

—Carol Krol

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