“The Global Review of Data-Driven Marketing and Advertising” a paper supported by MediaMath and produced by The Winterberry Group and the Global DMA, was released today, and is the largest study ever undertaken by a global consortium of marketing associations focusing on the practice of data-driven marketing.
This new study evaluates the responses of 3,000 data-driven marketers and advertisers in 17 markets and identifies key trends that resonate with marketers the world over.
This democratization of data means that, with the right technology, marketers can know a great deal about their consumers and their habits. Appropriately using data to identify consumers across all devices and all channels, and target these consumers with messages that inspire their behavior at every step of their journey will drive business outcomes, deliver on brand promise, and increase the lifetime value of customers.
Several key takeaways from “The Global Review of Data-Driven Marketing And Advertising” include:
Data-driven marketing budgets are on the rise: Globally, 63% of panelists reported that their spending on data-driven marketing and advertising grew over the last year—with another 10 % (73% in total) expecting that budgets will rise yet again over the next year.
Emerging markets are the most confident about data-driven marketing: Panelists in emerging markets—including India, Brazil and South Africa—indexed their level of optimism at higher levels than their counterparts elsewhere.
It’s all about customers: A majority of global panelists (53%) said that “a demand to deliver more relevant communications/be more ‘customer-centric’” is among the most important factors driving their investment in DDMA, outpacing all other relevant factors.
To download the full report, click here.