The recent Harvard Business Review Analytic Services report, sponsored by SAS, explores the challenges facing marketing technology (MarTech) and its impact on customer trust. While 91% of marketing leaders view customer trust as vital for success, barriers such as disparate systems and poor data quality impede MarTech effectiveness. Despite these issues, interest in generative AI (GenAI) is rising, with 74% believing it can enhance their MarTech stack.
The report underscores the need for organisations to optimise their MarTech investments to strengthen customer relationships.
- Customer Trust is Paramount: 91% of respondents view customer trust as crucial for organisational success.
- Barriers to Effective MarTech: Key challenges include poor data quality (37%), siloed data (36%), and integration difficulties (38%).
- GenAI Adoption: 74% agree that integrating GenAI can improve MarTech effectiveness, yet only 13% have fully implemented it.
Download the report, Optimizing the Use of Marketing Technology to Build Customer Trust, and discover how SAS can help you leverage MarTech solutions for enhanced customer relationships.