For many companies, data analytics remains foreign territory as leaders work to bring infant programs to full maturity. Yet, no matter where they lie on this path to success, all professionals agree that data matters significantly with regard to growth and advancement. Data provides the insights necessary to drive targeted messaging and cultivate customer centricity, allowing leaders to turn past promises into present action and future improvements.
Published by GlobalDMA, The Global Review of Data-Driven Marketing and Advertising report explores the role of data-driven marketing and advertising (DDMA) and how companies are leveraging an increasingly wide range of delivery channels and creative content strategies to establish and grow relationships that benefit both marketers and consumers. Conducted in partnership with Winterberry Group, this study surveyed more than 3,000 advertisers, marketers, service providers, and technology developers across 17 countries to benchmark these panelists' current data practices and expectations in an effort to help practitioners better understand and act upon relevant opportunities.
The following statistics demonstrate how respondents perceive DDMA and how Big Data will impact overall operations and budget allocation within the next year:
- More than 80 percent of those surveyed agree that data is essential to the deployment of their advertising and marketing efforts, while 92.2 percent say data will likely play an increasingly important role in the future.
- When asked to rate the role of data in their promotional efforts on a 1-to-5 scale, all countries ranged between 4.73 (Sweden) and 4.08 (Italy). When asked if data is growing more important to their efforts, panelists indexed from 4.85 (Hungary) to 4.43 (Argentina).
- Overall, 77.4 percent of panelists are confident in the practice of DDMA and its prospects for future growth. However, those respondents from emerging economies display greater optimism, with India (4.48), Brazil (4.39), and South Africa (4.36) leading the pack.
- While 63.2 percent of global respondents say their data-driven marketing and advertising spend grew over the past year, 73.5 percent expect their budgets to rise again over the next 12 months.
- Nearly 53 percent of those surveyed say the demand to deliver more relevant communications and be more customer-centric represents the most important factor driving their investment in DDMA, yet 47.1 percent believe limited budget access remains the greatest obstacle in their effort to deliver on promises.
- Of those countries surveyed, only 24.8 percent claim that government regulation has limited their data-driven marketing and advertising efforts, indexing that concern at 2.94 on the 1-to-5 scale. Germany (3.50) and France (3.29) stand as the most heavily impacted countries, for they are subject to the European Union's Data Protection Directive, while the U.S. (2.61) remains the least affected due to oversight.
- Respondents believe enhanced resources, such as expanded budgets (43.4 percent), deeper pools of experienced talent (42.1 percent), and improved organizational structures (33 percent), would improve business performance and advance efforts to leverage relevant customer data.
Key takeaway: As businesses look to derive meaning and grow relationships using available data and insights, practitioners now recognize that digital channels play an integral role in reaching and retaining modern consumers. Over the past year, website and e-commerce content, social media, mobile, paid search engine marketing, and online display advertising captured the most new or expanded budget spend, emphasizing how critical digital data has been and will continue to be on the path to greater reach and improved loyalty. Embracing digital and investing in said media allows companies to interact with consumers on the consumers' terms, creating seamless, omnichannel experiences that breed satisfaction. Thus, not only will data alert marketers of developing trends and inform future innovations, but it will also drive increased marketing revenue and customer engagement.