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The Global Review of Data-Driven Marketing and Advertising January 2017

Find out how over 3,000 marketers in 18 markets are using data

The third installment of the Global Review of Data-Driven Marketing and Advertising shows that the practice of DDMA is being bolstered by larger budgets and improved campaign performance—both owing much to the growing sophistication of supporting marketing technologies and the proliferation of addressable information. DDMAers remain overwhelmingly confident in their practice and its prospects for continued growth, suggesting that data has evolved to become a central pillar of how businesses practice marketing, purchase advertising, evaluate consumer media and deliver compelling customer experiences. Some highlights of the report:

  • 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


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