main

ARTICLE

Insights from the Global Review of Data-Driven Marketing and Advertising 2017

January 30, 2017 — by Amarita Bansal

Data no longer plays an ancillary role in how businesses practice marketing. Today’s launch of 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 realize 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 organizations “sophisticated” when it comes to cross-channel campaign measurement as well as campaign measurement across single marketing channels.

To learn more, download the paper in full here.

Amarita Bansal

Amarita Bansal is Senior Content Manager at MediaMath. In her role, Amarita provides thought leadership in the adtech space by fostering relationships across every team at MediaMath, producing content for the blog, demand generation initiatives, media placements and bylines. She also guides the content strategy for our account-based marketing efforts.

Born and raised in West London, New York City is now her adopted home town. An alumna of Northwestern University’s Medill School of Journalism, Amarita has produced content across all digital platforms, previously working at Associated Press in the London bureau. She’s a pilates enthusiast and loves to go giggin’.