When asked about the adoption level of selected marketing technologies worldwide, 40 percent of the respondents indicated that their company demonstrated an advanced usage of data analytics. In regards to responsibility for marketing technology purchases, those may vary by company. In most cases, a chief marketing officer holds that task. In terms of planned investments, 41 percent of U.S. marketers intended to devote marketing money to web analytics with further 34 percent saying the same about marketing automation. All in all about half of surveyed marketers in the U.S. meant to slightly increase their marketing technology budgets and investments in 2017.
In a 2016 survey, the budget was in fact the leading obstacle holding back companies from implementing new marketing technology, followed by internal resistance to change. Subsequently companies in the U.S. cited poorly integrated marketing technology as one of the technical barriers they faced when trying to build a joined-up view of the customer journey. However, all things considered, more than 40 percent of global marketers claim that the existing marketing systems in their companies are integrated and share data, which suggests that the overall MarTech implementation is heading in the right direction.