32% of marketers in the US would want to invest in data, technology and analytics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2019, 2:02 AM UTC

This is if they had extra marketing budgets.

This article cites a report by Merkle which found that 32% of the 200 US brand marketers surveyed, would invest more in data, technology and analytics “before anything else”, if they had extra marketing budget. This is with an aim to be able to build more robust customer profiles.

As per the article, CMOs spent about 29% of their budgets on martech in 2018, making it the “single most significant area of investment”. Email marketing enables brands to gather more customer data to personalise their experience.

The report reflected that 68% of marketers agree a customer’s email address is the highest priority data point, and 52% believe emails enhance customer retention. However, only 15% of respondents cited emails to be a valuable customer acquisition channel.

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