CRM Strengthens Data-Driven Marketing - eMarketer

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CRM Strengthens Data-Driven Marketing

38% of respondents said they use real-time data from analytics

October 26, 2016

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.

Methods Used by Digital Marketers in North America and Western Europe* to Augment Data-Driven Marketing, June 2016 (% of respondents)

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.

Change in Revenues Generated by Data-Driven Marketing Activity According to US Marketing Professionals, Q2 2015* & Q3 2015** (% of respondents)

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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