Gartner Research

Survey Analysis: How Marketing Technology Investments Vary by a Marketer's Risk Tolerance

Published: 05 April 2017

ID: G00324371

Analyst(s): Anna Maria Virzi


Gartner's 2016 Marketing Technology Survey reveals how technology deployments differ based on an organization's appetite for risk. Marketing leaders responsible for martech investments need to understand the different approaches that companies use and apply insights to their own strategy.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Leaders With an Aggressive Martech Strategy Are 100% to 200% More Likely to Invest in Advanced Advertising or Analytical Solutions Than Leaders With a Conservative Strategy
  • Marketing Leaders With an Aggressive Martech Acquisition Approach Are Now Making Mobile Marketing Analytics and Data Visualization a Top Priority
  • Marketing Leaders From Organizations With Mainstream or Conservative Approaches to Martech Acquisitions Are Much More Likely Than Leaders From Organizations With Aggressive Approaches to Abandon a Technology
  • Respondents Who Characterize Their Martech Adoption Strategy as Mainstream Are Twice as Likely as Those Respondents With an Aggressive Adoption Strategy to Report Into IT or Finance Roles
  • Methodology

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