March 7, 2018

Primary Resource Used to Implement a Data-Driven Marketing Strategy According to US Marketers, Q4 2017 (% of respondents)


US marketing professionals were asked the primary resource they use to implement a data-driven marketing strategy. This chart shows the % breakdown of those who use in-house resources only, those who outsource the task to a specialist, and those who use a combination of in-house and outsourced.


Data was provided to eMarketer by Adestra.


Data is from the March 2018 Adestra report titled "2018 Data-Driven Marketing Benchmarks for Success" in partnership with Ascend2. 162 US marketing influencers and research subscribers worldwide were surveyed during Q4 2017. Respondents identified their role as nonmanagement (6%), owner/partner/CxO (48%) and VP/director/manager (46%). Respondents identified their company type as B2B (45%), B2C (32%) and equally split between B2B and B2C (23%). Respondents identified the number of employees at their company as fewer than 50 (16%), 50-500 (46%) and more than 500 (38%). Adestra is a marketing automation and email marketing software provider.