Data-Driven Marketing Fuels Customer Connectivity

By Dennis McCafferty
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    More than 80% of the survey participants said data is important to the deployment of their advertising and marketing efforts, and 92% said it's likely to play an increasingly important role in the future.

Most organizations interact with both existing and potential customers through their marketing and advertising initiatives. More than ever, company leaders are looking to improve these efforts with data-driven advances, according to a recent survey from GlobalDMA and the Winterberry Group. The accompanying report, "The Global Review of Data-Driven Marketing and Advertising," states that an overwhelming majority of marketing, media and tech professionals said that data plays a key role in marketing and advertising campaigns. Budgeting for such projects is expected to expand—primarily justified by the need to become a more customer-centric organization. Because of this, there will be a surge in demand for IT professionals who are experienced with data modeling and predictive analytics, according to the findings. "Everywhere around the globe, across virtually all vertical markets and business functions, one marketing truth has emerged as universally clear: Data matters," according to the report. "It enables insight into customers and prospects, and it's a tool for targeting messages, offers and content that drive response. But data's contribution is even more substantial because it represents a means of learning about changing markets, of bridging that gap between traditional and digital in the media mix, of evolving toward a customer-centric approach to doing business that backs up promise with action." More than 3,000 global marketing, media and technology professionals took part in the research.

This article was originally published on 2015-03-20
Dennis McCafferty is a freelance writer for Baseline Magazine.
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