Study: Number of Marketers Who Still Don't Use Data Now Just One in 10

Even complex use of data is widespread

February 15, 2017 | Marketing

The use of data to improve the effectiveness of marketing—and to measure it—is virtually universal, a recent study found. And even more complex data techniques, such as integration of third-party data and cross-channel measurement, were found to be widely used.

According to an October 2016 survey by the Global Alliance of Data-Driven Marketing Associations (GDMA), Winterberry Group and MediaMath, more than eight in 10 advertising and marketing professionals worldwide use data-driven techniques to maintain customer databases, measure campaign results across both individual and multiple marketing channels, and segment data for proper targeting.

The study, which included advertisers and marketers from various industries, points to a clear shift in spending patterns, too, with many respondents expecting spending on data-driven efforts to rise. Just 7.3% said they expected a decline in spending the coming year, compared with 64.2% who said it would increase.

The survey results parallel other recent studies suggesting an upward trend in spending on data-driven marketing efforts. For example, a survey by the Data & Marketing Association (DMA) and Winterberry Group—also conducted in October 2016—found that over 40% of US marketers expected a quarter-over-quarter increase in their data-driven marketing outlays in Q4 2016. By contrast, 13.1% expected spending to decrease.

—Danielle Drolet