Dive Brief:
- Recent research by programmatic marketing and analytics platform DataXu found that 78% of U.S. marketers believe that understanding martech is critically important to success.
- 37% of U.S. marketers said they believes their greatest marketing challenge is "creating the most efficient marketing mix possible across channels to drive results."
- One-third of global marketers said that poor visibility into metrics to determine if their marketing efforts are working, and if one channel is more valuable than other, is the greatest threat to their marketing success.
Dive Insight:
Understanding the martech landscape and proving ROI are two critical components to success in today's digital marketing world, according to the results of DataXu's study.
“What’s clear from this study is that globally, marketers are charged with the success of their businesses more than ever before,” said Ed Montes, Chief Revenue Officer at DataXu, in a statement. “The promise of marketing and advertising technology has created an expectation of improved marketing effectiveness, but to deliver on that promise requires education and partnership around cross-channel optimization and customer analytics.”
The influx of data that's come with the growth of digital advertising can lead to actionable customer insights, but marketers often struggle to take advantage of such data. That's where martech comes in.
“As marketers combat a fragmented consumer view, the use of analytical software becomes the crucial next step in achieving a 360-degree view of the customer,” Montes said. “Marketers note a lack of visibility into the effectiveness of their marketing mix as a serious challenge, and there’s only room for improvement in attributing success across a marketing plan.”
