Most marketers plan to use data management platforms

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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.
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