Database Spendthrifts
DMers may be spending less on some things this year, but not on database systems and analytics.
A new survey from Alterian shows that 67% of the companies polled plan to add workers, money, time or research in these areas.
Who’s most likely to pour money into systems? Duh, systems integrators — 80% expect to spend more.
Forty-two percent of all respondents plan to put additional resources into digital marketing, and 39% into operations.
Suppliers, take note: Thirty-five percent of all end users use outside database and analytics firms to manage data and crunch numbers.
Some 45% outsource creative design to agencies, while another 41% rely on vendors for e-mail campaign execution. And 37% retain list managers. Seventeen percent have outsourced campaign management functions.
But as companies embrace more channels, their ability to coordinate everything through a single management system has dwindled. Seventy percent use at least three marketing applications and 20% rely on seven or more.
Alterian surveyed 852 marketers this past October and November on its Web site and via in-person intercepts at trade shows.
