According to the latest Gartner CMO Spend Survey, companies are spending nearly one-third (29%) of their marketing budgets on mar tech—up from 22% in 2017—with 9% of participating CMOs claiming that “marketing innovation” will be a key part of their practice in 2019.
If the numbers suggest a shift toward a more data-led practice, Ewan McIntyre, vp, analyst, Gartner for Marketers and the report’s co-author, thinks it’s about time. He says the findings also show that marketers still predominantly focus on metrics that hold little meaning outside of their own departments.
For instance, only 16% of those surveyed cited “customer acquisition” (via paid-for media) as a top-three capability.
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