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Data-Driven Marketing Efforts Increase

Marketers seek to widen their use of data in campaigns

August 6, 2013

Big Data has become a routine talking point for digital marketers, but are they merely paying the subject lip service, or shifting dollars as a result of their analysis? According to data management platform provider BlueKai, data-driven marketing has seen a 227% increase over the course of H1 2013. BlueKai surveyed marketing executives and media buyers worldwide in June, finding that 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.

Marketing Professionals Worldwide Who Believe Data Is Important for Segmentation and Targeting of Their Marketing Efforts, June 2013 (% of respondents)

Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.

Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies.

Marketing Areas Influenced by Data and Audience Information According to Marketing Professionals Worldwide, June 2013 (% of respondents)

Fully 87% of marketers said they relied on first-party data—that is, data gleaned from direct contact with customers, such as forms and website traffic—in making marketing decisions. The most frequently used type of first-party data was website data (83%), followed by customer relationship management (CRM)/registration data (79%), email data (72%), digital campaign data (67%), search data (45%) and mobile site or app data (28%).

Marketers were also using third-party data in their decisions, but to a lesser degree. Less than three-quarters of respondents said they relied on such data in marketing efforts.

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