Last week, the GDMA and Winterberry released the third edition of The Global Review of Data-Driven Marketing and Advertising. The report surveyed more than 3,000 marketers in 18 global markets to see how they are using data in their marketing efforts. Compared to even a few years ago, companies across the globe are now leveraging data to engage consumers more than ever before.
In the US, 241 panelists participated in the survey. Some key takeaways from marketers based in North America include:
• Of the 18 markets surveyed, the US is the most confident in the value of “data-driven marketing and advertising” and its prospects for future growth, with an index score of 4.44 in 2016, compared to 4.33 in 2015 (based on a scale of 1 to 5).
• 50 percent of US marketers say general advances in the approach to marketing data analytics/predictive segmentation is the trend with the most potential to further the practice and contributions of data-driven marketing and advertising in the future.
• 49.2 percent of marketers expect spending on data-driven marketing and advertising to increase in the next year, compared to 43 percent in the year prior.
To learn more, download the paper in full here.