Teradata study emphasizes marketing investments by marketers

Teradata Corporation has released the results of its pan-European marketing study titled "The Data Driven Marketing Survey 2013, Europe" which reveals that a shift to digital channels and the increasing importance of data have led to a “class structure" in marketing technology investments among companies using these solutions. The survey was conducted on more than 1,100 marketing professionals ranging from CMOs and key decision makers to marketing managers and technology users from 19 European countries and across nine major industries, to uncover the challenges and trends in data-driven marketing adoption by European businesses and how marketers use technology to master them.

The survey revealed that Telco and IT companies invest almost 20% of their marketing budget on improving their marketing infrastructure, whilst retail (17%) and finance (13%) are close followers. Overall, however, 50% of marketing departments across all industries surveyed spend less than 5% to improve their marketing with technology investments.

Volker Wiewer, Vice President, Teradata eCircle said, "Marketing in the 21st Century has advanced at an astonishing pace. But whilst it has created a number of opportunities for marketers it has also created a number of challenges. Our research shows that the marketers who have invested in the future and in technology are the ones who are better positioned to deliver results for their business. It is clear a paradigm shift is happening in the minds and budgets of marketers across Europe."

The study also showed that despite the current, uncertain economic climate, marketers still plan to increase their spending in digital channels.