During the first half of 2016, U.S. marketers who invested more in data-driven marketing efforts saw favorable revenue gains, and that trend is expected to continue in Q3. In a survey of marketing professionals conducted by the The Direct Marketing Association (DMA) and the Winterberry Group, 40.9 percent said their organizations’ revenues grew as a result of data-driven marketing initiatives and 51.8 percent expect to see improved returns in Q3.
Emarketer also reports that spending on data-driven efforts is also increasing. Approximately one third (32.4 percent) of those surveyed said they are spending more dollars quarter-over-quarter. Those polled clearly see this as money well-spend, because 39 percent plan to boost their investment in data-driven marketing beyond what they spent in Q2.
These findings mirror those revealed in another survey by the Global Alliance of Data-Driven Marketing Associations (GDMA) and the Winterberry group, which found that 68.6 percent of respondents planned to increase their spend this year; that’s up from 56.3 percent in 2015.