A report from the IAB and the Winterberry Group reveals that enterprise marketers use on average over a dozen distinct ad/marketing data toolsets, with close to 10% using more than 30 tools. Tools were mainly used by organizations’ digital marketing, analytics, media buying, and CRM teams.
Audience analytics for segmentation and targeting was the most common data-driven use case (82.9%). “Nearly as many marketers, 75 percent, are applying those analytical insights to product or offer development, representing a tangible cross-disciplinary contribution of the marketing department.” 80% of marketers indicated that the open-market programmatic media buying transaction is a core focus of their data initiatives, while 60% cited private-market programmatic buying.
“Though less than half of marketers said they’re currently leveraging data and technology for cross-channel initiatives (including targeting, engagement and measurement), a vast majority of panelists indicated that these efforts are top of mind as they continue to gain experience leveraging data and sophisticated technology tools. Over the long-term, panelists said these cross-channel efforts are likely only going to grow in importance as the tools that support them grow more capable.”
Read the article or download the whitepaper.
For more on this topic, check out the Tech Tab in Morning Coffee .
See all 5 Cups articles.