BlueKai's Semi-Annual Data Impact Survey

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An outline of the impact of data on driving the effectiveness of marketing activity across the eco-system as outlined by a survey of more than 130 marketing executives. Brought to you by BlueKai.

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  • 36% spend more than 20% of budget on data-driven marketing11% in 201225% increase…
  • 36% spend more than 20% of budget on data-driven marketing11% in 201225% increase…
  • BlueKai's Semi-Annual Data Impact Survey

    1. 1. July 2013 BlueKai Data Impact Survey Trends and Adoption in Data-Driven Marketing
    2. 2. July 2013 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
    3. 3. July 2013 Who did we survey?  Online survey to 133 marketing executives in June, 2013  66% Marketers or Agency participants  54% in Marketing management
    4. 4. July 2013 Key Findings
    5. 5. July 2013 Data-Driven Budgets are Increasing How much of your marketing budget is allocated to data-driven initiatives?
    6. 6. July 2013 Data-Driven Budgets are Increasing How 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
    7. 7. July 2013 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)
    8. 8. July 2013 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%
    9. 9. July 2013 1st and 3rd Party Data Usage  87% of respondents rely on 1st party data
    10. 10. July 2013 1st and 3rd Party Data Usage  72% of respondents rely on 3rd party data July 2013
    11. 11. July 2013 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.
    12. 12. July 2013 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
    13. 13. July 2013 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
    14. 14. July 2013 Mobile Continues to be Untapped Time 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
    15. 15. July 2013 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

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