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The role of the person who is ultimately responsible for deciding which marketing technologies to purchase varies widely from company to company, according to recent research from DataXu.

The report was based on data from a survey of 532 marketers who work for companies in the United States, France, Germany, Italy, Spain and the United Kingdom. Just over three-quarters (76%) of the marketers surveyed work for companies with 500 or more employees.

Some 22% of respondents say their company's chief marketing officer is responsible for making marketing technology purchase decisions; 14% say their chief marketing technologist is responsible, and 9% say their chief digital officer is responsible.

The power of chief marketing officers is greater in the United States: 31% of US respondents say their CMO is responsible for making marketing technology purchase decisions.

That compares with the 21% of non-US respondents who say their CMO makes those decision.

Some 76% of respondents say there is a person at their company who is mainly responsible for marketing technology usage; 15% say they are looking to hire someone for this role in the next 12 months.

About the research: The report was based on data from a survey of 532 marketers who work for companies in the United States, France, Germany, Italy, Spain and the United Kingdom.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji