Data-driven marketing is the way forward

Businesses are increasingly using data to inform their marketing decisions.

Marketing has changed significantly in recent years, with businesses constantly looking for new ways to reach their target audiences. Slowly, the move seems to have been made towards the use of data to drive marketing decisions, and new research shows that this strategy is now the norm.

The study, which was conducted by Oxford Economics and SAP, showed that 55 per cent of businesses across the world use data in order to develop their marketing strategies. In addition, 46 per cent of respondents said their business was able to adapt to judgements in real time. 

This information should come as no surprise to the industry, as research conducted earlier this year by the Direct Marketing Association and Winterberry Group showed that businesses were expecting to invest more of their marketing budgets in data-driven activities in 2016.

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.