Canada Martech 2019

Mounting Investment Leads to Some Growing Pains

About This Report
Marketing and IT executives in Canada confirm that spending on marketing technology has increased dramatically, raising opportunities and concerns.
Table of Contents

Executive Summary

Spending on marketing technology (martech) is now a major budget line item for brands. In interviews with marketing and information technology executives in Canada, we uncovered top-of-mind concerns for brands that are elevating marketing tech to a brighter stage.

How do marketing technology deployments in Canada compare with the US?

In Canada, firms are more conservative in rolling out marketing tech than their US counterparts. Reasons include less competition in key sectors, branch-plant thinking (where subsidiaries in Canada follow the lead of US parent companies) and stricter privacy rules, which can scare off companies from aggressive data collection on consumers.

Which business function should lead the selection and deployment of these solutions?

CMOs and CIOs don’t always agree on which team should lead marketing tech projects. Depending on the company and industry, it might make sense to have one function or the other lead. A partnership model with team members straddling business functions is becoming more common.

What are the implications of maketing tech on data privacy?

With the rapid increase in the number of systems being used to engage consumers on a more personal level and collect data about them, data privacy regulations like The Personal Information Protection and Electronic Documents Act (PIPEDA) in Canada are becomer stricter, following the lead of the EU’s General Data Protection Regulation (GDPR).

What best practices for deployment are emerging for successful projects?

Creating cross-functional teams—including marketing, IT, finance and compliance—was cited by many organizations as a way to optimally select and implement marketing technology.

WHAT’S IN THIS REPORT? This report helps quantify the mounting marketing tech investments, reasons behind spending growth and key issues companies are presented with as they roll out such technologies in Canada.

KEY STAT: In 2018, marketing tech budgets exceeded all other marketing expenditures worldwide, accounting for 29% of spending, according to Gartner.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The Marketing Tech Road Map
  3. Striving for Best Practice
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Rob Begg
Vice President, Product Management
Interviewed January 10, 2019
Brent Chaters
Accenture Canada
Managing Director, Digital Consumer and Marketing Transformation Practice
Interviewed January 21, 2019
Sara Clodman
Canadian Marketing Association
Vice President, Public Affairs and Thought Leadership
Interviewed February 4, 2019
James Connell
Roots Canada
Chief Ecommerce and Customer Experience Officer
Interviewed January 23, 2019
Andrew Dillane
Curasion Inc.
President, Chief Product Officer
Interviewed January 28, 2019
Jennifer Evans
B2B News Network
Interviewed January 16, 2019
Shaun Guthrie
CIO Association of Canada
Edmonton Chapter President
Interviewed January 22, 2019
Steve Heck
Gartner Canada
Executive Partner
Interviewed February 5, 2019
Katia Houbiguian
Microsoft Canada
Interviewed February 7, 2019
Paul Lacap
University of Manitoba
Director, Digital Strategy and Engagement
Interviewed January 18, 2019
Geoff Linton
Inbox Marketer
Interviewed January 8, 2019
Dan Radu
Interviewed December 19, 2018
Lara Skripitsky
McDonald's Restaurants of Canada
Vice President, CTO
Interviewed January 24, 2019
Erin Young
Interviewed January 23, 2019

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Paul Briggs


Caroline Cakebread
Junior Analyst
Lauren Fisher
Principal Analyst
Angela Kim
Senior Researcher
Jillian Ryan
Principal Analyst
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