So what's different this year? Marketers are facing a diverse and challenging set of signals as they build out their strategies. Everything from changes in the business environment to conflicting economic signals to unprecedented competition, and the way that they seek to win in those turns is kind of by going back to the basics. It's not about building gimmicky campaigns. It's about using data and analytics to better know their customers, to know their customers better than their competition and to increase their operational efficiency.
And that's exactly the trend that we see in spending. As they say that their top areas of spend are marketing data and analytics, market research, market operations and building and creating campaigns; and in their top priorities, which our market research and competitive intelligence, marketing data and analytics, again on top, and digital commerce. As even manufacturing brands are asking, what should my direct to consumer strategy be? How can I create a more end to end customer journey.
