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Data-Driven Marketing Is Driving More Revenues

Spending on data-driven marketing efforts is also going up

Original article posted on eMarketer

Marketers put more dollars behind their data-driven marketing efforts, and saw revenue gains, between Q1 and Q2 2016 in the US. According to August research, this upward track is expected to continue into Q3.

Data-Driven Marketing Revenue Changes, Q2 & Q3 2016In July 2016, Direct Marketing Association (DMA) and Winterberry Group found that 40.9% of marketing professionals surveyed said their organizations’ revenues from data-driven marketing activities grew at least somewhat from Q1 to Q2 2016. Though a larger share said there had been no change between the periods queried, only 11.3% reported a decrease in such revenues.

Looking ahead to Q3, the majority of marketers plan on continued success with data-driven marketing; 51.8% said they expect a boost in returns. Not far behind, another 41.8% said they foresee no change to revenue, which left a mere 6.5% who predict a slump.

Meanwhile, spending on data-driven marketing is on a similar track. While most of the respondents said there was no change in their investment between Q1 and Q2 2016, spend on this type of marketing has increased. Roughly a third (32.4%) of the marketers polled said their organization contributed more dollars quarter-over-quarter.

And this uptick in spend is expected to continue into Q3. According to the data, 39% plan to increase investment in data-driven marketing somewhat or significantly compared to Q2.Data-Driven Marketing Spending Changes, Q2 & Q3 2016

Overall, spending on marketing technology—key to data-driven efforts—continues to grow worldwide. Advertising and marketing professionals outlined loftier spending increases on data-driven activities in 2016 vs. the year prior. According to a separate survey from Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 68.6% planned to up their spend this year, compared to 56.3% in 2015.