Gartner Hype Cycle for Digital Marketing & Advertising, 2016 Adds Predictive B2B Marketing Analytics

January 4, 2017
  • Three new technologies are in the hype cycle for the first time including Ad Blocking, Predictive B2B Marketing Analytics and Mobile Wallet.
  • Gartner's 2015 Data-Driven Marketing Survey shows that B2B respondents outspend B2C on marketing analytics — 45% versus 26%.
  • Predictive segmentation and demand generation have quickly gained traction, fueled by the rise of account-based marketing (ABM).


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Hype Cycle