Dive summary:
- BlueKai, a data management platform provider, has released a survey of marketing executives and media buyers from around the globe that provides statistical evidence that the use of data is not just a trend marketers are buzzing about; the use of data-driven marketing has increased 227% in the first half of 2013 alone.
- According to the survey, 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.
- Data is also shaping an increasing amount of marketing budgets; one-third of respondents said that 75% to 100% of their budget was influenced by data while another third said it influenced 50% to 75%.
From the article:
"Fully 87% of marketers said they relied on first-party data—that is, data gleaned from direct contact with customers, such as forms and website traffic—in making marketing decisions. The most frequently used type of first-party data was website data (83%), followed by customer relationship management (CRM)/registration data (79%), email data (72%), digital campaign data (67%), search data (45%) and mobile site or app data (28%)."