Data-Driven Marketing Is Driving More Revenues - eMarketer

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Data-Driven Marketing Is Driving More Revenues

Spending on data-driven efforts is also going up

September 16, 2016

Marketers put more dollars behind their data-driven marketing efforts, and saw revenue gains, between Q1 and Q2 2016 in the US. According to August research, this upward track is expected to continue into Q3.

Change in Revenues Generated by Data-Driven Marketing Activity According to US Marketing Professionals, Q2 & Q3 2016 (% of respondents)

In July 2016, Direct Marketing Association (DMA) and Winterberry Group found that 40.9% of marketing professionals surveyed said their organizations’ revenues from data-driven marketing activities grew at least somewhat from Q1 to Q2 2016. Though a larger share said there had been no change between the periods queried, only 11.3% reported a decrease in such revenues.

Looking ahead to Q3, the majority of marketers plan on continued success with data-driven marketing; 51.8% said they expect a boost in returns. Not far behind, another 41.8% said they foresee no change to revenue, which left a mere 6.5% who predict a slump.

Meanwhile, spending on data-driven marketing is on a similar track. While most of the respondents said there was no change in their investment between Q1 and Q2 2016, spend on this type of marketing has increased. Roughly a third (32.4%) of the marketers polled said their organization contributed more dollars quarter-over-quarter.

Change in Data-Driven Marketing Spending According to US Marketing Professionals, Q2 & Q3 2016 (% of respondents)

And this uptick in spend is expected to continue into Q3. According to the data, 39% plan to increase investment in data-driven marketing somewhat or significantly compared to Q2.

Overall, spending on marketing technology—key to data-driven efforts—continues to grow worldwide. Advertising and marketing professionals outlined loftier spending increases on data-driven activities in 2016 vs. the year prior. According to a separate survey from Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 68.6% planned to up their spend this year, compared to 56.3% in 2015.

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