Marketing

3/7/2016

According to a survey by Forbes Insights1, 64% of global marketers “strongly agree” that data-driven marketing is crucial to success within a hyper-competitive global economy. An additional 27% agree. This makes 91% of marketers surveyed agreeing or strongly agreeing with the crucial nature of data.

Not only do marketers agree that data-driven marketing is critical, but they are seeing tangible benefits of their efforts. Nearly half—47%— strongly agree that there are “a number of tangible benefits” being realized for their data-driven marketing strategies. An additional 41% agree, making a total of 84%.

Other findings from the survey indicate that . . .

  • senior leaders within organizations support and advocate for data initiatives,
  • there is enterprise-wide vision for data analytics within organizations, and
  • there is an urgency to conduct data-driven marketing campaigns.

1 Data is derived from a survey of 162 U.S.-based senior executives conducted by Forbes Insights in September 2015. Respondents represented a range of industries, including retail, telecom, technology, consumer packaged goods, automotive, banking, advertising/marketing, energy, travel, media, and insurance. All companies had at least $250 million in annual revenues.