Gartner Research

High-Tech Industry Insight: Data-Driven Marketing Investment

Published: 02 June 2016

ID: G00308809

Analyst(s): Noah Elkin , Anna Maria Virzi

Summary

In the high-tech industry, data doesn't just drive the business, it often is the business. Strength at exploiting data constitutes table stakes. Like their data-driven marketing peers, high-tech providers expect most of their marketing decisions to be analytics-driven by 2017.

Table Of Contents

Survey Objective

Data Insights

  • High-Tech Firms' Marketing Analytics Budgets Are Smaller Than Most of Their Industry Peers, Driving a More Aggressive Approach to Outsourcing, and Buying and Selling Data
  • Outside Expertise Remains Vital to High-Tech Firms' Analytics Efforts
  • Marketing Departments Set Analytics Strategy and Provide Funding, but IT Leads When It Comes to Choosing Providers, Integration and Managing Vendor Relationships
  • High-Tech Providers Monetize More of Their Data Than Other Marketers
  • Methodology
  • Definitions

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