We are pleased to release the second annual Global Review of Data-Driven marketing and advertising.
The study conducted by GDMA (an alliance of 27 independent marketing associations around the world) and U.S. research and consulting firm Winterberry Group indicates that 74.1% of marketers remain confident in the value of data-driven marketing and advertising (“DDMA”) and its potential for future growth. Among the survey’s 17-nation panel, 56.3% said they increased their annual DDMA expenditures last year, while 68.6% expect to increase spending further in 2016). These metrics were slightly down on 2014 levels (when 77.4% of panellists indicated confidence in DDMA and 63.2% increased their respective spending since the prior year). The year-on-year dip could reflect the finding that participants cited improved measurement and attribution techniques as the single most important initiative would support their organisations’ ability to drive more value from DDMA.
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The research was made possible through the generous support of our global sponsor MediaMath.