Observed Signal · Jul 29, 2026 · Research Study Publication · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Martech & Data Readiness Market: Acxiom Study: Unlocking Hidden Value in Martech Stacks
Acxiom published proprietary research of senior leaders at large U.S. organizations using or planning to use Adobe CX Enterprise, finding high satisfaction with current martech and clear opportunities to expand value. The study reports 92% of respondents say their martech meets or exceeds expectations (95% among Adobe CX Enterprise users). It highlights that connected, high-quality first-party data and identity resolution are critical for AI-driven marketing (87% say AI success depends on data quality; 99% say first-party data will determine winners), while 85% admit they are not fully using their own data. The research also finds 89% of respondents want deeper partner expertise. Acxiom positions consulting, implementation services, native data integrations (e.g., Acxiom Real ID, InfoBase inside Adobe Real-Time CDP), and a Value Assurance Framework to help brands unlock further martech value.
Vendor research highlights widespread martech satisfaction and emphasizes connected data, identity resolution, and partner expertise—useful operational insight for marketers but not a platform-level policy or major industry shift.
Wichtigste Kernpunkte & Evidenz
- Acxiom released proprietary research examining value realization of martech investments among senior leaders at large U.S. organizations using or planning to use Adobe CX Enterprise.
- 92% of surveyed leaders say their existing martech meets or exceeds expectations; this rises to 95% for organizations using Adobe CX Enterprise.
- 87% of C-suite executives agree successful AI in marketing requires strong data quality and integration; 99% believe first-party data will determine future winners, while 85% admit they are not fully utilizing their data.
- 91% of leaders say identity resolution is essential to effective personalization; 89% say organizations need deeper partner expertise to navigate martech, data, and AI complexity.
- Acxiom promotes services including strategic advisory, implementation/managed services, native data integrations (Acxiom Real ID and InfoBase into Adobe Real-Time CDP), and Value Assurance Frameworks to increase martech value realization.
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