Trends Report

Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

October 24th, 2011
Robert Brosnan, null
Robert Brosnan
With contributors:
Suresh Vittal , Molly Murphy

Summary

Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing technology office (MTO) to ease and take advantage of technology development. The office, working through a chief marketing technology strategist, sets marketing technology strategy, makes the business case for embedding new technology within marketing programs, and manages technology-related partnerships.

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