“The Global Review of Data-Driven Marketing and Advertising,” a paper supported by MediaMath and produced by The Winterberry Group and the Global DMA, is the largest study ever undertaken by a global consortium of marketing associations focusing on the practice of data-driven marketing.
The study evaluates the responses of 3,000 data-driven marketers and advertisers in 17 countries and identifies key trends that resonate with marketers the world over. The paper was released globally today.
A few key takeaways from the 2015 release include how:
Data is Critical
Numbers don’t lie — it’s all about the data. Globally, 81% of panelists described data as a “critical” component when driving audience engagement strategies and efforts.
According to panelists from 10 individual markets, the importance of data grew over the last year when compared to the sentiment reported in 2014– growing the most in the Netherlands, New Zealand and Brazil.
Customer is King
The majority of global panelists said their desire to be “customer-centric” is fueling their DDMA efforts more than any other single priority, with 90% focusing on deploying predictive analytics to better target and engage key audiences.
It’s all about Digital
Panelists said they increased efforts with their proportional spending on social media, web content, search and online display advertising over the past year. In fact, implementing these channels delivered the greatest improvement in return-on-investment. Social media performance index growth was ranked 3.90, up from 3.69 in 2014, and web content performance also increased to 3.84 from 3.76 last year.
To see the full results of the survey, download the paper here.