Why Better Tech Is Needed to ‘Get Personal’
Why Better Tech Is Needed to ‘Get Personal’
Advances in technology and the rising bar for personalization means personalized marketing is crucial for the success of many businesses.
Immediate Agenda
88% of marketing decision-makers plan to move forward with personalized marketing plans this year, and 27% said they’ll take “significant” steps forward.
Enterprising Goals
39% said their organization needs to increase opportunities for data to drive decision-making, and 38% want to centralize data functions within their company.
Tough Task
73% said extracting actionable insight from their data is either “difficult” or “very difficult.”
Under Equipped
45% believe that they don’t have the right tech tools to get needed insights from data.
Personal Investment
66% intend to increase their spending on data-centric marketing, in much part to better understand how to build a customer profile of preferences, behaviors and activities. More than one-quarter will increase their data-centric budgeting by at least 26%.
People Power
67% said they’ll invest this year in recruiting staffers who are skilled in data analytics.
Tech Strategy
55% said they need to do a better job of identifying the right tech solution for the task at hand, and 46% are seeking to ramp up efforts to find the right tech partners.
Auto-Pilot
83% expect to invest in automation technology in 2016, and 11% plan to “invest significantly” in automation.
On the Record
45% say they need reporting tools to gain more insights into their target audience, and 34% say reporting tools are required to define ROI.
