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Digital marketers in North America and Western Europe are using different tactics to augment their data-driven marketing efforts. According to research, most use customer relationship management (CRM) data to help them better understand a customer’s profile.
Adobe surveyed 735 digital marketers from a variety of industries in Canada, France, Germany, the UK and the US. All respondents were from companies with more than 500 employees.
In addition to using CRM data, which two-thirds respondents said they used to augment data-driven marketing, nearly half of digital marketers in North America and Western Europe said they use audience definition, which is advanced segmentation.
Some 40% of respondents said they integrate analytics across channels, and almost as many respondents said they use real-time data from analytics.
Generally, marketers are more optimistic about revenues from data-driven marketing, and are expanding their focus on customer acquisition and retention. Separate data from the Direct Marketing Association (DMA) and Winterberry Group found revenues generated by data-driven marketing grew for 45.7% of US marketers between Q1 and Q2 2015, with 9.0% saying they grew significantly.
What’s more, respondents thought data-driven marketing would be even better for the bottom line in the future. When the DMA asked about expected changes in such revenues between Q2 and Q3, a majority of respondents (54.3%) said their organization’s revenues from data-driven marketing would go up. The share expecting significant increases also rose, to 11.0%.
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