Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How Disparate Systems Complicate Martech Strategies

More vendors, more problems

With the number of companies in the marketing technology landscape continuing to balloon, marketers are in a tough position to develop a cohesive marketing tech strategy.

In an October 2018 survey by Ascend2 of 145 marketers worldwide, more than half of respondents said that integrating disparate systems was a challenging barrier in developing a successful strategy for utilizing marketing technology. The results of the survey allude that merging together numerous systems is the most difficult challenge for many marketers’ tech strategies.

As digital ad buying has become more automated, many digital marketers have found themselves reliant on tech and data vendors. It isn’t unusual for marketers to have multiple vendors doing the same thing. For instance, those who buy inventory programmatically typically use multiple demand-side platforms (DSPs) to do so.

Having to access various dashboards when monitoring campaigns can be time-consuming. And having data sit in silos can prevent marketers from making the most of their available resources. Planning and analysis also become more difficult when disparate systems aren’t integrated effectively.

A third of respondents in a July 2018 survey of 560 marketing professionals worldwide by Harvard Business Review Analytic Services said that data silos prevent them from implementing real-time analytics. And about half of the 113 marketing professionals polled by Winterberry Group in November 2017 said that dissolving silos and centralizing data ownership would be one of the most important changes their organizations could make to get more value from their data.