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RSG conducted an online survey in Q4 2015 to obtain practitioner perspectives on key digital marketing technology-related themes. The final survey results included a cross-section of organizations that were drawn from different industries and geographies. As part of RSG’s data quality and validation process, we excluded submissions from very small organizations (less than twenty employees) from the respondent pool. More detailed survey demographics are available in the appendix.
Overall, the survey shows MarTech tools underperforming, although some enterprises have succeeded at balancing strategy, technology, and internal expertise.