State of Marketing 03Marketing Tech Makes Waves 21 With 1-to-1 marketing as the ultimate goal, Tools and Technologies Most Essential to 1-to-1 Marketing which technologies do marketers find essential to achieving it? For survey purposes, 1-to-1 High performers report that a DMP is their most essential technology for delivering personalized marketing was defined as marketing strategies customer interactions. Marketing analytics/measurement tools maintain a strong presence among emphasizing personalized interactions with all performance groups. customers to foster greater loyalty and better return on marketing investment. Assessing overall rankings, the top two that are most essential to Most Essential Tools and Technologies to Create delivering this are CRM and marketing analytics/ 1-to-1 Marketing across Every Touchpoint measurement tools. High Performers Moderate Performers Underperformers However, looking at performance level reveals an interesting mix. Top marketers say the most Data management Customer relationship Data targeting and essential technology to achieving 1-to-1 1 platform management system segmentation marketing is a DMP, defined as a centralized system for collecting, integrating, and managing data from disparate sources. By comparison, underperformers’ focus on data targeting and Customer relationship Marketing analytics/ Marketing analytics/ segmentation implies they’re not as mature in 2 management system measurement tools measurement tools their 1-to-1 strategies. Marketing analytics/ Guided selling (e.g., 3 measurement tools Social publishing tools opportunity ranking by potential value, sales activity effectiveness)