Role Of Data In Advertising

Around the globe, across virtually all vertical markets and business functions, one marketing truth has emerged as universally clear: data matters. At its most basic, it is an enabler of insight into customers and prospects, and a tool for targeting messages, offers and content that drive response. But it is much more than that, data represents a means of learning about changing markets, of bridging that perilous gap between ‘traditional’ and ‘digital’ in the media mix, of evolving towards a ‘customer-centric’ approach to doing business that backs up promise with action.

Indeed, customer data is a precious asset, representing a relationship (or potential relationship) that must be both nurtured and safeguarded if it is to flourish over time. The practice of data-driven marketing and advertising (DDMA), then, is a means of putting that asset to work: leveraging a wide range of delivery channels, as well as creative content that is appropriate to each, in order to establish and grow relationships that benefit marketer and consumer alike.

Marketing budgets are on the rise: Globally, 63.2 percent of panelists reported that their spending on DDMA grew over the last year, with another 10 per cent (73.5 per cent in total) expecting that budgets will rise yet again over the next year.

Though panelists had varying opinions when asked what resources would serve to improve their performance, a significant number said that expanded budgets (43.4 percent), deeper pools of experienced talent (42.1 per cent) and improved organizational structures (33.0 per cent) would most substantially advance their efforts to leverage data in support of marketing and advertising.