Marketers’ 2008 Priorities: Database and Analytics

February 5, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Europe & Middle East

Marketers are placing an emphasis on increased resources for database and analytics to support marketing efforts, with 67% of them agreeing this is the area that calls for the most investment of additional resources in 2008, according to an Alterian survey.

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Additional findings of the fifth Annual Marketing Survey of marketers, agencies, marketing services providers and systems integrators:

  • Almost half of marketers (45%) are now spending over $500K on online marketing, compared with 37% in 2006 – an increase of 8%.
  • The number of marketers spending less than $100K on offline direct marketing has almost doubled to 30% since 2005 (2005: 18%; 2006: 23%).

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  • However, 67% of marketers still spend over $1MM on offline direct marketing every year, 25% of which is over $5MM, and almost half of all respondents plan on maintaining their offline budgets over the next 12 months.
  • A significant 96% of respondents reported plans to implement marketing process over the next 12 months:
    • 63% said increasing marketing effectiveness was the primary objective behind implementing process into their marketing activities and department
    • Surprisingly, over a quarter of marketers stated that their primary objective for implementing marketing processes is to improve marketing efficiency – implying that understanding of the need for improved marketing operations has increased dramatically over the last 12 months.

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  • Seven out of ten (69%) use more than three marketing applications to help them complete their day-to-day tasks – to store and analyze marketing and campaign data:
    • Over half use between three and six siloed marketing applications.
    • Some 20% use seven or more separate marketing applications.
    • Despite heightened discussion over the past ten years about maintaining a single view of the customer, the industry is still spending huge amounts of time updating different applications with everyday to do their job.

About the study: The Alterian 2007 Survey polled a total of 852 marketing professionals. The annual survey, now in its fifth year, was conducted in North America and the United Kingdom in October and November 2007 through a dedicated website landing page and hardcopy in-person interviews at the 2007 Direct Marketing Association Conference and Exhibition in Chicago and at ad:tech in New York.

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