The Global Review of Data-Driven Marketing and Advertising, a collaboration between Global DMA and Winterberry Group, aims at helping companies benchmark their 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.
The report is based on a survey of more than 3,000 data-driven marketing and advertising professionals from 17 global markets. In all these global markets, despite the panelists working across various vertical markets and representing various areas of the marketing economy, there were key issues identified:
- More than 80% of worldwide panelists highlighted the importance of data to the deployment of their advertising and marketing efforts, and 92.2%, said that it’s likely to play an increasingly important role in the future.
- Globally, 63.3% of panelists reported that their spending on data-driven marketing and advertising grew over the last year – with another 10% expecting that budgets will rise yet again over the next year.
- More than half of global panelists (52.7%) said that “a demand to deliver more relevant communications/be more ‘customer-centric’” is among the most important factors driving their investment in DDMA, outpacing all other relevant factors.
- More complex data, media channels, customer requirements mean that marketers, technologists and services providers are working to improve their efforts towards a 360° customer and information view.
You can access the full report here