In a survey of 300 executives, when it came to challenges in improving the customer experience, 58 percent quoted optimizing marketing spend, 55 percent said generating customer insights, and 53 percent said creating a consistent customer experience across channels.
Western Europe is the world’s third largest advertising market, worth nearly $100 billion in 2016, eMarketer estimates. More than 35% of that total will go to digital ads, though growth overall will be slower compared with other regions.
Cognitive applications spending is projected to hit $18.2 billion in 2020. Cognitive/artificial intelligence related services are the second largest revenue category, while hardware revenues (primarily from dedicated purchases of servers and storage) will grow nearly as fast as software with five-year growth of more than 60%.
Digital advertising, video games, and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7 percent, 8.1 percent, and 7.8 percent, respectively, to 2019.