A greater proportion of marketers plan to invest additional resources in data than digital marketing over the next year, according to Alterian's North America-focused annual survey.
As many as 37% of marketers said they would invest more in digital capabilities and a further 37% said the same for process/operations.
However, 65% of those surveyed said they would be investing more in the database and analytics areas of their businesses.
The agency sector also favoured data, with 69% planning more investment in database/analytics and 59% planning more investment in digital.
Almost 90% of the 852 marketing professionals who completed the annual survey, conducted by the data analytics and marketing operations software supplier, worked in North America.
Alterian's 22-page report concluded: "It seems that the online world needs database marketing and analytics just as much as the offline world did. The need for database marketing and analytics is far greater than it has ever been."
David Eldridge, chief executive of Alterian, said: "Marketing that is led by an integrated database and analytical foundation will continue to drive online programs, and increased spending in this area will continue to improve the customer experience."
The 2007 Annual Survey can be accessed on registration at Alterian's website.
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