If there’s one thing marketers love, it’s data.
Whether it’s providing insight into customers and prospects, or helping to target messages, offers and content that drive engagement, data plays a crucial role at the heart of every marketing activity.
But data’s contribution is even more substantial than that; it represents a means of learning about changing markets, of bridging that gap between “traditional” and “digital” in the media mix, of evolving toward a “customer-centric” approach to doing business that backs up promise with action.
Drawing on extensive research among more than 3,000 marketing, media and technology professionals across 17 global markets, the inaugural Global Review of Data-Driven Marketing and Advertising provides a fascinating overview of how data is being used by marketers around the world.
Compiled by the Winterberry Group in partnership with GlobalDMA and sponsored by MediaMath and Accenture Digital, the 28-page report explores emerging trends in data-driven marketing and advertising practices.
Combining an accessible presentation of research results with insightful analysis and commentary, the report provides a window on what data is already delivering to the world of marketing and what may be coming our way in 2015 and beyond.
It is essential reading for anyone involved in digital marketing, providing a great way to benchmark your data-driven marketing initiatives, allocate budgets in line with global best practices and develop strategies for using data in meaningful, responsible and consumer-friendly ways.