June 28, 2006

Marketing Technology Adoption 2006

Interaction Optimization and Process Management Top Marketing Agendas

This is the first document in our "Marketing Technology Adoption 2006" series.

by Elana Anderson

with Jennifer Joseph, Sally M. Cohen

Executive Summary (This is a document excerpt)

We recently surveyed 371 marketing technology decision-makers and influencers to learn what marketing technologies they are most focused on, how they evaluate technology partners, and how their technology spending plans are changing. Our results show that marketing technology has reached mainstream adoption. Marketing is now shifting focus from core infrastructure elements — like the customer data mart and data mining technologies — to technologies that support optimization of customer interactions and marketing processes.

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