Almost 82% Of Marketers Say Data Is Important To Their Efforts: ADMA

Almost 82% Of Marketers Say Data Is Important To Their Efforts: ADMA
SHARE
THIS



The second annual Global Review of Data-Driven Marketing and Advertising revealed that data is playing an increasingly central role as a pillar of marketing, advertising and customer experience practice around the globe.

A massive 81.3 per cent of marketers have described data as important to their efforts, an increase from 80.4 per cent in 2014, while 59.3 per cent are calling it ‘critical’ to their efforts, up from 57.1 per cent in 2014.

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 per cent 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 percent said they increased their annual DDMA expenditures last year, while 68.6 per cent expect to increase spending further in 2016). These metrics were slightly down on 2014 levels (when 77.4 per cent of panellists indicated confidence in DDMA and 63.2 per cent 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.

infographic

The Global Review’s findings were compiled through an online survey of 2,938 advertisers, marketers and other industry participants, in 17 countries, between July and September 2015.

It is the largest study of its kind undertaken by a global consortium of marketing associations and aims to provide insights into how technological, macroeconomic and media change is transforming the marketing and advertising landscape and enable marketers to benchmark their campaigns, allocate budgets in line with global best practices and develop strategies for using data in meaningful, responsible and consumer-friendly ways.

“Data-driven marketing is increasingly impacting business functions and shaping whole of business strategy,” ADMA CEO and GDMA chair Jodie Sangster said.

“Technological advances are transforming the ways organisations can harness data to meet business objectives but it is clear that measurement and attribution methodologies need to evolve in order to better support marketers build value case.

“Improved measurement capabilities along with an appetite for more skills and training around analytics are a global requirement and should be a key focus of our industry in order to continue to foster growth and innovation.”

The key findings of the report are:

Data matters… more:

Among nearly 3,000 experienced marketing and advertising practitioners across 17 global markets, 81.3 per cent described data as important to their is the largest study of its kind undertaken by a global consortium of marketing associations.

In addition, these big guns agree that data aims to provide insights into how technological, macroeconomic and media change is transforming the marketing and advertising landscape and enable marketers efforts, representing an increase from an already large majority (80.4 per cent) who said the same one year ago. An even larger proportion (59.3 per cent, versus 57.1 per cent last year) went so far as to call it “critical” to their efforts.

The bull market remains in force (though may be tiring):

74.1 per cent of worldwide panellists said they remain confident in the practice of DDMA and its potential for future growth, though optimism tempered slightly compared to a year ago, when 77.4 per cent of panellists expressed similar enthusiasm. With respect to individual markets, this “confident majority” grew in only one country, Germany.

Measurement is the key:

The global participants called for improved measurement and attribution techniques and better training in respect to analytics and audience segmentation when asked what would help advance their ability to derive value from DDMA programmes. Panellists benchmarked (on a 1-to-5 scale with 5 indicating a factor is ‘critical’ to deriving more value) improved measurement at 4.24 with better staff training at 4.22).

The customer is king:

For the second year in a row, global panellists said their desire to be “customer-centric” is fuelling their DDMA efforts more than any other single priority.

First-party data rules:

Far fewer practitioners are engaged in the use of “third-party” data (which typically includes compiled, commercial datasets that are licensed on an open market) to support their acquisition marketing efforts. Just under two-thirds of the global panel (65.5 per cent) said that third-party data licensing is included among their DDMA use cases.

Funds continue to flow to DDMA:

More than half (56.3 per cent) of global panellists said they increased their annual DDMA expenditures this year, though the extent of that spending growth dipped slightly compared to the 63.2 per cent that said they did the same last year.

Further, 68.6 per cent expect that their organisation’s DDMA budgets will increase next year—a robust majority though slightly smaller than the 73.5 per cent that said the same last year (regarding their expectations for this year’s spending)

Digital, digital, digital:

Panellists said they increased their proportional spending on social media, web content, search and online display advertising more over the past year than on any other addressable channel, reflecting the findings of last years’ research but with more consistency across markets. This is likely because these are the media that are delivering the greatest improvement in return-on-investment.

“Both data and the practice of ‘digital’ represent an industry transformation that is truly global in its scale. And our second annual study reveals a wealth of commonality of experience, learnings and challenges between marketers around the world,” Winterberry Group MD Jonathan Margulies said.

“Data is adding value to enterprises across the globe and the research offers an important validation of how responsible marketers intend to use, and safeguard, data for the betterment of consumers’ everyday brand interactions.”

 

Please login with linkedin to comment

Advertising Standards Bureau Bob Garfield Crazy Bastards einsights

Latest News

Australian Retailers – How Can You Stand Out From The Pack On Social?
  • Partner Content

Australian Retailers – How Can You Stand Out From The Pack On Social?

At Zavy, we track the movings and shakings of brands across a range of industries on our social scoreboards. We want to see brands use social media as a space for real brand building and connecting with people – after all, that’s what it was created for. In their ground-breaking advertising report, The Long and […]

Partner Content

by B&T Magazine

B&T Magazine
Chobani Unveils New Brand Campaign Via Cummins&Partners
  • Campaigns

Chobani Unveils New Brand Campaign Via Cummins&Partners

Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a […]

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]