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 EMEA, over 1,500 panelists from the UK, Belgium, France, Germany, Italy, Ireland, Spain, Hungary, Netherlands and Sweden took part in the Global Review of Data-Driven Marketing and Advertising survey in 2016. Some key stats on how EMEA marketers are using data:
• 79.6 percent of marketers in the UK 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.
• One of the campaign execution functions with the largest increase in spend for marketers in France and Italy is predictive analytics/modeling and segmentation. On a global index of 1 to 5, marketers in France increased to 4.14 in 2016 compared to 3.67 in 2015. In Italy, it was 3.85 in 2016 compared to 3.55 in 2015.
• 38 percent of marketers in Spain have significantly increased spending on data-driven marketing and advertising compared to 28 percent the previous year.
To learn more, download the paper in full here.