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July2013
BlueKai Data Impact Survey
Trends and Adoption in Data-Driven Marketing
July2013
Goal of Data Impact Survey
Observe trends related to data-driven marketing, as well as its impact on ROI
Uncover popular and emerging data use cases
Compared against research generated from December 2012
July2013
Who did we survey?
Online survey to 133 marketing executives in June, 2013
66% Marketers or Agency participants
54% in Marketing management
July2013
Key Findings
July2013
Data-Driven Budgets are IncreasingHow much of your marketing budget is allocated to
data-driven initiatives?
July2013
Data-Driven Budgets are IncreasingHow much of your marketing budget is allocated to
data-driven initiatives?
91% agree that data is of primary
importance for segmentation and targeting…
2/3 say more than half of their
digital efforts are data driven
July2013
Impact of Data Marketing…
Data is making positive impact in the following areas:
78% 71% 68% 63%
Performance(conversion & acquisition)
Message Relevance (segmentation)
Interaction(clicks & traffic)
Media Efficiency(buying & planning)
July2013
Impact of Data Marketing…
Data is making positive impact in the following areas:
78% 71% 68% 63%
Performance(conversion & acquisition)
Message Relevance (segmentation)
Interaction(clicks & traffic)
Media Efficiency(buying & planning)10%
Says data increased
conversion rates by 5-
10%
73%don’t know
32%
Says data increased
media efficiency by more
than 10%
21%
Says data increased clicks and traffic by
5-10%
July2013
1st and 3rd Party Data Usage
87% of respondents rely on 1st
party data
July2013
1st and 3rd Party Data Usage
72% of respondents rely on 3rd
party data
July2013
July2013
Data Moving Beyond Ads
Data-driven display and email targeting programs are top use cases.
There is growing interest in taking data intelligence further to site customization, attribution and lookalike modeling.
July2013
Data Crosses Various Marketing Disciplines
Marketers admit that cross-channel and platform opportunities are top of mind. Specifically, the channels that are most important to them are:
Top 4 Channels
More established data-driven
channels
July2013
Data Crosses Various Marketing Disciplines
Marketers admit that cross-channel and platform opportunities are top of mind. Specifically, the channels that are most important to them are:
Top 4 Channels
More established data-driven
channels
64% says
that horizontal approach to data is more
important
July2013
Mobile Continues to be UntappedTime spent still far outweighs ad spend in mobile. Over half of respondents
spend between 0-25% of marketing budget on mobile…
8% says data in mobile has
helped them increase conversion rates by more than 10%
60% don’t know
July2013
More info…
• Full report available for download at www.bluekai.com/dataimpact
• Check out the infographic featured on Adweek: http://bit.ly/13Ym94r
• For more information on BlueKai and our data management platform, please visit www.bluekai.com