For Marketing & Advertising Professionals

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	June 28, 2006 Marketing Technology Adoption 2006 Interaction Optimization and Process Management Top Marketing Agendas by Elana Anderson with Jennifer Joseph, Sally M. Cohen

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Executive Summary

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.

TABLE OF CONTENTS

• Enterprise Marketing Software Is Growing Up
• "Optimization" Is The 2006/2007 Rallying Cry

WHAT IT MEANS

• Enterprise Marketing Suites Will Expand
• Supplemental Material
• Related Research Documents

This is an excerpt

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