As companies stop just talking about big data, and start applying it to business, the conversation shifts back and forth from tools to the data itself. Two years ago at Structure:… Read more »
Though nearly three-quarters of decision-makers say it’s important to manage their site marketing technologies effectively, fewer than one fifth give themselves high marks for doing so. Read more »
IT rates security and poor customer experience as high risks or potential costs from using marketing technologies on big commercial sites. They’re less concerned about vendor management issues. Read more »
IT may be under-emphasizing the potential risks from advertising technologies used on commercial sites, particularly when they come from third parties like ad or affiliate networks. Read more »
IT’s heavy hand in marketing technology supplier selection and management may be justified, but they may not be getting enough marketing input. Read more »
A lack of data sharing prevents marketers from accessing the information needed to dig deeper into customer behavior, as well as convert customer interactions into actionable insights. Read more »
On a day-to-day basis, marketing is being left out of the loop as IT controls the usage of e-commerce, marketing, and analytics technologies. Read more »