Report: Customers are Now Driving Marketers’ Data-Driven Initiatives

As marketers continue to invest in data and analytics to increase their overall effectiveness, new research suggests that customers are actually a driving force behind this area of investment.

IAB recently published “The Outlook for Data 2019” report and statistics showed that this year, 69.4 percent of marketers claim that the demand/interest from their customers is driving their data-related efforts. This is an increase from the 66.2 percent who said the same in 2018, and the 61.8 percent who cited the reason back in 2017.

About 38.9 percent of marketers stated that their general desire to be more “customer-centric” is driving their investment in data and analytics this year, which is also an increase from the 33.8 percent who said so back in 2018.

Marketers Finding Success with More Data

Previous research suggests that as marketers invest more in data and analytics, they are seeing a general improvement in their overall performance.

YouAppi recently published the results of a survey of more than 540 marketers to determine how their use of data impacts their overall success. Approximately 98 percent of the respondents stated that they have increased their organizational investment in data, and 97 percent are seeing an improvement in their performance.

In addition, an excess of half of these respondents claimed that the improvement has been “significant.” About 96 percent stated that their job duties have called for a greater focus on data as of late, with 57 percent categorizing the increase as “significant.”