The proliferation of digital media channels, devices, and customer touchpoints has greatly increased the complexity of capturing, storing and using data for brands today. The limitations of rigid, on-premise solutions are driving rapid cloud adoption for the accessibility, flexibility, and scalability the platform offers.
Check out this report to see how brands answered important questions such as:
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In the next 1-3 years, does your organization plan to increase, maintain or decrease investment in data services?
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What are your top barriers to effectively leveraging data and data infrastructure to support marketing and advertising?
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Thinking ahead to the next 1-3 years, how will your organization approach building its data solutions stack to manage and leverage data?
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This research’s purpose is to provide insight into the rapidly evolving and increasingly complex “data layer” of the marketing and advertising technology ecosystem,with a specific focus on the trends and dynamics shaping the state of data infrastructure investment, how it is currently undergoing transformation and its trajectory for the future.
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Demystifying the Data Layer