The Global Review of Data-Driven Marketing and Advertising
GlobalDMA, Winterberry Group, Accenture |October 2014
New global research conducted by Global DMA and co-sponsored by Accenture Digital confirms the importance of data in developing marketing strategies, engaging customers, and delivering compelling customer experiences particularly in digital channels.
A ground-breaking study surveying over 3000 specialists from the marketing and advertising sectors, as well as related fields across 17 countries found that data-driven marketing is vital to achieving the customer focus desired by their organizations. The 2014 effort was spearheaded by Global DMA in partnership with Winterberry Group and co-sponsored by Accenture Digital and MediaMath.
The study is the largest undertaken by a global consortium of marketing associations. The Global Review of Data-Driven Marketing and Advertising report benchmarks current practices with the goal of helping practitioners identify and act on opportunities and challenges, as well as understand market dynamics and trends.
Among the key findings: nearly all (92.2 percent) of the respondents said they expect data to contribute even more to their advertising and marketing efforts in the coming years. In short, data not only matters, it is thought to be among the most precious asset most organizations have, regardless of or sector or market.