x
Advertisement
Scroll to Continue

To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

BtoB

Most marketers plan to use data management platforms

Published on . 0

Cupertino, Calif.—Forty percent of marketers currently use a data management platform for their brands, while 30% plan to implement a platform next year, according to a study released by Radar Research and data management company Blue Kai Inc. “Data Management Platforms: Marketers' Take on Data-driven Strategies to Activate Cross-channel Intelligence” found 81% of respondents said they want to lean more on data-driven efforts to remain competitive; 64% said that data-driven efforts would be the lynchpin of their plans. Almost 60% said that marketing is now the decision-maker for selecting marketing technology rather than the CIO or IT teams, according to the study. The online survey, conducted in September and November, drew responses from 231 marketing executives.
In this article:

Comments (0)

Read These Next