Investment in marketing technology (martech) aimed at enhancing personalization is central to many customer experience (CX) and digital transformation strategies. According to Gartner's survey, CMOs emphasizing personalization allocate 25.4% of their budgets to martech, significantly higher than CMOs with less focus on personalization. However, 70% of marketers struggle with quantifying ROI on their marketing initiatives. To tackle rising campaign costs and maximize personalization, journey orchestration should transition to a systematic and industrialized approach instead of remaining an artistic endeavor, addressing hidden operational costs through better cost analysis of multichannel campaigns.
Investment in martech to improve personalization is the core of many CX and digital transformation strategies.
CMOs prioritizing personalization allocate 25.4% of their budget to marketing technology.
70% of marketers find measuring ROI on marketing activities challenging.
Journey orchestration must evolve from an art form to a systematic, industrialized discipline.
#marketing-technology #personalization #customer-experience #journey-orchestration #digital-transformation
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