Data and Analytics Dominate Martech Spend

Data and Analytics Dominate Martech Spend

This IDC Perspective provides insights into martech budgets and spending plans for 2022. "Martech buyers today need to address consumer demand for the highest levels of privacy and personalization in every interaction," said Gerry Murray, research director, IDC's Marketing Automation Technology research. "The most effective way to solve for both at the same time is to make customer data an enterprise service equally available to all front-office functions in accordance with brand and regulatory policies."

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