Smarter Tech, Not More Tech

Another area of opportunity is predictive analytics; or, how to turn data that CMOs already have into actionable insights.

“We run into people who have no idea about data analytics and then have to educate them on how this can increase your ROI (return on investment) on your marketing spend,” Tuccio-Flick said. But she adds that there are just as many people who get it and are just looking to see what different type of solutions there are out there.

It’s not about piling technologies on top of each other, said Porter, of Perficient. “The market research teams are already sitting on a mountain of data. The next move is data aggregation, enrichment and cleanup,” he added, and that’s refining what’s already there versus adding another layer of tech.