Data no longer plays an ancillary role in how businesses practice marketing. The GDMA and Winterberry’s Global Review of Data-Driven Marketing and Advertising attests to how companies around the globe now leverage data to engage consumers more than ever before.
The third edition of the report surveyed more than 3,000 marketers in 18 global markets to see how they are using data in their marketing efforts.
The study shows that the practice of data-driven marketing and advertising (DDMA) is being strengthened by larger budgets and improved campaign performance – both owing much to the growing sophistication of supporting marketing technologies and the proliferation of addressable information.
CMOs, CEOs and business leaders globally are beginning to realise the importance of DDMA when it comes to purchasing advertising, evaluating consumer media and delivering compelling customer experiences. Some highlights of the report include:
79.6 percent of global survey respondents said customer data is critical to their marketing and advertising efforts.
89.6 percent of survey panelists said that their practice of DDMA was focused, at least in part, on the maintenance of customer and prospect databases—with those resources typically aimed at supporting better and more relevant offers and general customer communications.
Over half of global panelists (53.4 percent) said they increased their spending on DDMA in 2016 compared to the previous year.
Larger numbers of panelists declared their organisations “sophisticated” when it comes to cross-channel campaign measurement as well as campaign measurement across single marketing channels.
Download the Global Review on DDMA Jan 2017.