Study: Data-Driven Marketing Drives Engagement and Market Growth

A recent Forbes/Turn study has found that organizations that are “leaders” in data-driven marketing report far higher levels of customer engagement and market growth than their “laggard” counterparts.

The annual study divided more than 330 executive-level respondents into three groups, based on usage of data:

  • Laggards (21% of group): doesn’t collect data or analytics for marketing and don’t plan to in the future. They have no formal digital marketing efforts under way. 
  • Dabblers (11%): has begun to incorporate data into some phases of their marketing process, but lack the skills and vision to see returns. 
  • Contenders (26%): regularly uses analytics for making and measuring decisions. Efforts are under way to bring customer-facing channels together with common data and applications.
  • Leaders (11%):  always measures results with analytics, strive to make data-driven decisions, and actively transform personnel roles to be more digitally savvy.

Based on these groups, the study then measured how their efforts utilizing and analyzing data as part of a marketing strategy translated into better customer loyalty, engagement, and overall market growth. They found that the Leaders, the top of the group, had three times better results (74% vs. 24%) than the Laggards, which were the least active of the group.

Utilizing data has also helped leaders and other groups from the survey who are getting more involved in data-driven marketing achieve big results. Some of these included:

forbes study

As the graph above shows, actively data-driven organizations reported that they had a competitive advantage in several key areas, including customer loyalty (47%), gaining new customers (43%), and higher customer satisfaction (42%) and retention (41%).

To download a PDF version of the study, fill out the info form here.

Graph made via screenshot from mentioned Forbes/Turn study. Featured image via pixabay.

“KoMarketing is instrumental to the success of CDNetworks global search marketing efforts. The relentless attention to detail and strategic approach continues to push us toward greater results.”

William Vuong — William Vuong, Senior Marketing Manager

Start a conversation with the KoMarketing team:

Complete our inquiry form now