Cupertino, Calif.—Forty percent of marketers currently use a data management platform for their brands, while 30% plan to implement a platform next year, according to a study released by Radar Research and data management company Blue Kai Inc.
“Data Management Platforms: Marketers' Take on Data-driven Strategies to Activate Cross-channel Intelligence” found 81% of respondents said they want to lean more on data-driven efforts to remain competitive; 64% said that data-driven efforts would be the lynchpin of their plans.
Almost 60% said that marketing is now the decision-maker for selecting marketing technology rather than the CIO or IT teams, according to the study.
The online survey, conducted in September and November, drew responses from 231 marketing executives.
