Brands are substantially increasing their reliance on data to propel their marketing efforts, according to the second Data Impact Report issued by BlueKai, a leading Data Activation System for marketers and publishers.
According to the study, 39 percent of respondents said that at least 20 percent of their marketing budgets were “data driven” versus only 11 percent in the company’s report in December 2012, triggering a 227 percent increase over the last six months.
“Big data and data-infused marketing has been a hot topic for some time but mostly in terms of display targeting. What we’re seeing now is that marketers are becoming more intelligent about how they use data for more than serving ads. They are looking to customize the entire user experience based on what they know about their audience,” said Cory Treffiletti, senior vice president of marketing for BlueKai. “Marketers are starting to see the full impact of data. They can deliver uplift in conversions and acquisitons on their site and deliver more targeted messages across all digital channels.”
He believes that over the next year and half, they will see not only more brands engage in central data management but data continuing to be the central current for all marketing activity.
The study surveyed more than 100 marketing executives and media-buying decision makers at leading brands, agencies and publishers. When queried which were the areas most important for data to expand to, analytics was cited as the No. 1 factor, followed by e-mail, search and social, which topped last year’s survey. Display ranked at No. 7 in terms of importance, while social surprisingly moved out of the previous top three, trumped by e-mail and search.
According to the survey, 67 percent of respondents said that more than 50 percent of their digital efforts are driven by data, showing a growing maturity in data usage for digital marketing. This was not a surprising statistic given the emphasis on e-mail marketing, re-targeting and third party data targeting efforts across digital, the survey said. And 87 percent of the respondents reported they rely on first party data for marketing, from Web site data, registration data and e-mail data.
BlueKai also found that more than 50 percent of respondents said they spend less than 25 percent of their marketing initiatives on mobile marketing. While mobile has become increasingly top of mind for marketers, it still remains an untapped resource and channel for data-driven marketing efforts, the survey found.