Data-Driven Marketing Allows Customer Relationships to Flourish

By Anna Papachristos, 1to1

By leveraging customer data to support marketing and advertising efforts, companies can enhance experience to drive loyalty, innovation, and growth.

For many companies, data analytics remains foreign territory as leaders work to bring infant programs to full maturity. Yet, no matter where they lie on this path to success, all professionals agree that data matters significantly with regard to growth and advancement. Data provides the insights necessary to drive targeted messaging and cultivate customer centricity, allowing leaders to turn past promises into present action and future improvements.

Published by GlobalDMA, The Global Review of Data-Driven Marketing and Advertising report explores the role of data-driven marketing and advertising (DDMA) and how companies are leveraging an increasingly wide range of delivery channels and creative content strategies to establish and grow relationships that benefit both marketers and consumers. Conducted in partnership with Winterberry Group, this study surveyed more than 3,000 advertisers, marketers, service providers, and technology developers across 17 countries to benchmark these panelists’ current data practices and expectations in an effort to help practitioners better understand and act upon relevant opportunities.