According to amdia’s new Global Data-Driven Marketing report, the importance of data is growing for marketers around the world. In this sense, the Study revealed that data is playing an increasingly important role as a pillar of marketing, advertising and customer experience management practices around the world, with 81.3% of respondents identify the data as an important point for their efforts, compared to the 80.4% surveyed in 2014. Furthermore, 59.3% of these professionals rate the data as “critical” for their processes, above 57.1% which they did in 2014.
The study, conducted by the GDMA (an alliance of 27 independent marketing associations around the world, including amdia in Argentina), indicates that 74.1% of marketers continue to trust the value of Data Based Marketing (MBD), and give it significant growth potential in the future. Among the panel of 17 nations that participated in the survey, 56.3% said they increased their annual investments in MBD last year, while 68.6% said they expect to increase investment volumes in this type of marketing even more in 2016.
These metrics were slightly lower than in 2014 (77.4% of the panelists indicate confidence in the DDMA and 63.2% increased their respective spending from the previous year). The year-over-year decline could reflect the fact that participants called for improved measurement and attribution techniques as the most important initiative to support their Italy phone number list organizations’ ability to derive more value from DDMA. The findings of the global survey were collected through an online survey of 2,938 advertisers, marketers and other industry participants, in 17 countries, between July and September 2015.
Amdia’s Jones declared that “Of the 158 professionals who responded to the survey in Argentina, 57% are marketers or advertisers, 17% are marketing agencies or service providers, 10% are technology developers, 3% are media and 12% are% belong to other players in the ecosystem. This is an important and representative sample of the constantly growing group of companies that practice Data-Based Marketing in the country. ”
It is the largest study of its kind conducted by a global set of marketing associations, and aims to provide insights into how technology, macroeconomics and new media are transforming marketing and advertising. . Additionally, the study seeks to shed light on how these new practices allow marketers to benchmark their campaigns, allocate budgets in line with global best practices, and develop strategies for using data in a meaningful, responsible, and consumer-friendly way.
“Data-driven marketing is increasingly impacting business functions and the way communication strategies are designed,” said Jodie Sangster, President and CEO of GDMA. “Advances in technology are transforming the way organizations can leverage data to meet business objectives, but it is clear that measurement and attribution methodologies need to evolve to allow marketers to see the greater value brought by DDMA. Improving measurement capabilities along with developing more skills and training around analytics are global requirements and should be a key element of our industry in order to continue to drive growth and innovation. ”
Among nearly 3,000 experienced marketing and advertising professionals across 17 global markets, 81.3% of respondents describe data as important to their efforts, an increase from last year, where the percentage was 80.4%. An even higher proportion (59.3% vs. 57.1% last year) went further, calling data-driven strategies “critical” to their efforts. 74.1% of survey participants worldwide said they remain confident in the practice of MBD and its future growth potential, although optimism has tempered slightly compared to last year, when 77.4% of panelists expressed similar enthusiasm. With regard to individual markets, this increased confidence only grew in Germany.