According to the 2017 Gartner CMO Strategy Survey, customer experience, customer retention and growth will be the most vital strategies to support marketing outcomes over the next 18 months. As a result, marketers are exploring technologies that can unify and augment customer data to engage with audiences across myriad touchpoints in an informed and consistent manner. Key take-aways from the Hype Cycle for Digital Marketing and Advertising, 2017 enable marketers to prioritize marketing technology investments that support data-enriched customer experiences.
“Marketers pursuing tailored, real-time engagement require a strong, flexible data foundation that increasingly involves transformative applications of artificial intelligence (AI),” says Bryan Yeager, Research Director, Gartner for Marketers.