Marketers are investing more of their budgets in databases and analytics management technology platforms than operational tech solutions like campaign and decision management tools, according to Merkle’s Q1 2020 Customer Engagement report, released Tuesday.
The survey, which polled 400 U.S. and UK based marketers, found that 29% said they spend more on management tech than operational tech, with another 29% reporting they invest only in management technology solutions versus spending on both.
