Let's talk about the programs that marketers are spending their budgets on. Marketers are still spending a significant share of the budget on data and analytics activity, 16% of the budget goes there. But a big sleeper finding this year was operations as a whole, internal facing activities rather than client facing activities that are getting a significant share of the budget. So 13% of the budget is going to market and competitive research, and 12% of the budget is going to the marketing operations function. Marketers are really counting on data and analytics and efficient internal operations to sort of lead them out of this spending plateau and into 2020.
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