The GDMA and Winterberry released the third edition of The Global Review of Data-Driven Marketing and Advertising at the end of last month. 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 LATAM, over 900 panelists from Brazil and Argentina took part in the Global Review of Data-Driven Marketing and Advertising survey in 2016. Some key stats on how LATAM marketers are using data:
• 56.5 percent of marketers in Argentina say they or their clients have evaluated or initiated general advances in their approach to marketing data analytics and predictive segmentation in support of data-driven marketing and advertising.
• 53.3 percent of marketers in Brazil say they or their clients have evaluated or initiated general advances in their approach to marketing reporting, measurement and attribution in support of data-driven marketing and advertising.
• 47.6 percent of marketers in Argentina have significantly increased spending on data-driven marketing and advertising compared to 35.9 percent the previous year.
To learn more, download the paper in full here.