Study find marketers plan to spend more on measurement technology

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Cambridge, Mass.--Despite the sagging economy, companies plan to invest in technology to measure the effectiveness of their marketing efforts, according to a joint study released Wednesday by Forrester Research Inc. and the Association of National Advertisers. The study, which took the pulse of 113 ANA members, found that nearly 50% plan to spend more than $750,000 this year on marketing automation applications. The biggest spenders include companies in the technology, health care and travel industries. The focus on measurement is a notable departure from the traditional focus of marketing automation technologies on customer relationship management, or CRM.
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