Most marketing professionals say they plan to invest in a customer data platform and, after that, segmentation and targeting solutions, according to data from Ascend2 and Oracle.
The survey, reported by Insider Intelligence/eMarketer, showed that 37% of professionals worldwide plan to invest in a customer data platform, and 32% in segmentation and targeting solutions. Coming in third was an email marketing platform, also with 32%.
Fourth, 30% of professionals said they plan to invest in testing and optimization, and 29% a content management system.
Fifth was AI with 28%, and then a marketing automation platform with 27%. They were followed by a loyalty marketing solution with 26% and video-editing software at 21%.