Security -- not cost -- is the main factor when brands are evaluating new tools for their martech stacks, according to The Best Martech Stack: How To Achieve, Optimize and Future-Proof It, a study released Wednesday by Treasure Data.
The top considerations are:
That list differs from the roster of pain points specified by marketers:
Here are the priorities firms would set given the right capabilities and team:
Meanwhile, of those polled, 27% of marketers say their martech stacks are ideal, while 56% say they are adequate and 17% say they are insufficient. That doesn’t mean brands are where they should be.
“While 56% of survey respondents— who spanned B2B and B2C brands — view their current martech stack as 'adequate,' the need for various technology solutions to more seamlessly plug into existing infrastructure and drive and support business objectives, at scale, is evident,” says Tom Treanor, CMO at Treasure Data.
Companies with ideal stacks are much more likely to use audience management, consent management and customer journey analytics. But firms with adequate stacks are more likely to use a CDP.
In addition, organizations with ideal stacks are most likely to need to consolidate multiple redundant tools. Those with insufficient ones are way more interested in speeding up the ability to roll out new campaigns/initiatives. And 34% in this group says the total cost of ownership is too high.
Overall, here are the technologies viewed as fundamental to the martech stack:
Treasure Data surveyed 427 respondents from firms with at least 500 employees.