Beyond Satisfaction: How Brands Can Unlock Hidden Value in Their Martech Stack

Acxiom®, the connected data and technology foundation for the world’s leading brands, announced the findings from new proprietary research examining the value realization of martech investments among senior leaders at large U.S. organizations currently using or planning to use Adobe CX Enterprise.

The study reveals an overwhelming 92% of these leaders say their existing martech is meeting or exceeding their expectations, and this figure rises to 95% for those already using Adobe CX Enterprise solutions.

The study also highlights a significant opportunity for organizations to expand how they leverage existing martech investments at a time when brands are accelerating investment in AI-driven marketing and customer experience. As organizations look beyond foundational capabilities, the findings spotlight the growing importance of connected data, clearer strategic roadmaps, and expert partner support to unlock more advanced use cases that drive measurable business outcomes.

“This research shows organizations are already realizing value from their martech investments through foundational use cases,” said Sean Muzzy, President of Acxiom. “It also highlights the opportunity to unlock the next level of value through stronger identity and data readiness, use-case prioritization, and support from expert partners like Acxiom.”

Key Findings Underscore Urgent Priorities for Enterprise Marketers:

• Adobe Customers Are Ready for What’s Next: 95% of organizations using Adobe CX Enterprise solutions say their martech investments meet or exceed expectations, providing a strong foundation for expanding into more advanced customer experience, operational, and AI-driven use cases.
• AI Success Depends on Connected Data: 87% of C-suite executives agree that successful AI in marketing requires strong data quality and integration, emphasizing the foundational role of connected, trusted data. Furthermore, 99% believe that first-party data will determine the future winners in customer experience, yet 85% admit they are not fully utilizing the data they already own.
• Identity Resolution is Essential to Personalization: 91% of leaders believe identity resolution is essential to effective personalization, highlighting the importance of creating a unified customer view across all channels and touchpoints.
• Brands Need Expert Partners to Unlock Value: 89% of respondents say organizations need deeper partner expertise to navigate the growing complexity of martech, data, and AI, reinforcing the value of strategic guidance, implementation support, and ongoing optimization.

Acxiom’s Adobe Practice capabilities help organizations expand value realization through:

• Strategic Advisory and Consulting Services to help brands prioritize use cases and build clearer roadmaps.
• Implementation, Activation, and Managed Services to support deployment, adoption, and ongoing optimization.
• Native Acxiom Data Integrations including Acxiom Real ID and InfoBase consumer insights data within Adobe Real-Time CDP, powered by Adobe CX Enterprise, to create a single, trusted view of the customer.
• Value Assurance Frameworks designed to help brands maximize utilization, accelerate outcomes, and measure business impact.

The survey focused on U.S.-based enterprise leaders, with findings broadly relevant to global organizations facing similar martech ROI and AI-readiness challenges.