Products

Note: includes spending by companies on software or other technology that enables and facilitates marketing functions; excludes spending on hardware and spending on professional and agency services and consulting

Additional Note: Marketing technology spending includes spending by companies on software or other technology that enables and facilitates marketing functions such as data and intelligence (e.g., customer data platforms, or CDPs, such as Treasure Data, and analytics platforms such as SAS and Google Analytics), content (e.g., content management systems, or CMSs, such as Sitecore, and digital asset management, or DAM, systems such as Brandfolder), journey management (e.g., B2C campaign management and decision management platforms such as those of Adobe or Salesforce, B2B marketing automation systems such as HubSpot, and account-based marketing, or ABM, solutions such as 6sense), and interaction and engagement (e.g., channel marketing platforms such as Braze). Spending on hardware and spending on professional and agency services and consulting are excluded.

Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, and macro-level economic conditions.

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