Study: Point solutions more popular than full-stack providers for data solutions – FierceCMO

A new report from Forrester Consulting and Krux found that 74 percent of marketers are taking this “best of breed” approach to address data-driven marketing tech, taking components from multiple solutions and technologies. Only 23 percent of respondents are using solutions from just one marketing tech provider.

The study found that setting the right kinds of goals and focusing on the right key performance indicators lead to marketing success. Marketers further along in adopting 1:1 marketing strategies were more likely to rank key customer success indicators such as improving customer retention and boosting customer loyalty among their top three priorities for their media buying programs.


And you can download the paper here: 


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