IT Teams Should Have More Accountability For Marketing ROI, Study Says

Marketing and information technology are increasingly becoming integrated. Experts say that as artificial intelligence is increasingly being used and ad targeting is relying more on automation, combining the two departments or drawing a strong link from one to the other within a brand or an agency could become commonplace. Lytics, a leading customer data platform (CDP), Thursday released the findings from a survey of 250 senior marketers and IT leaders. The survey, Marketing and IT: The Strategic Partnership, found that 81% of marketers believe IT teams will become increasingly involved in marketing efforts during the next five years. Jascha Kaykas-Wolff, president, Lytics, believes marketers must work with IT for safeguards on consumer privacy and to comply with increasing governmental regulations. With that change comes an expectation from both departments on accountability for marketing return on investments (ROIs).