Key findings: The Global Review of Data-Driven… A recent study published by GlobalDMA in partnership with the Winterberry Group caught our eye, titled ‘The Global Review of Data-Driven Marketing & Advertising’. Why? Because being ‘data-driven’ is a crucial and exciting time within the marketing sphere right now, as technology continues to develop and mature; we’ve recently looked at the Internet of Things and wearable tech, which are just some examples highlighting this growth. We have never had so much information available to us, allowing marketers and brands to drill down into valuable insights from both big and small data, positioning us in a much more powerful stance as we observe consumer behaviour and activities, whatever the industry. With support from sponsors Media Math and Accenture Digital, over 3,000 of the world’s advertisers and marketers across 17 countries were surveyed in this 250-page report, allowing for some very interesting and in-depth findings. Affirming the importance of data in marketing efforts, this research will be useful as a benchmark to guide future marketing initiatives, to allocate budgets and develop strategies for using data in meaningful, responsible ways. Data is where it’s at in marketing It’s clear from the findings that data matters, whatever the market and business, helping marketers to target messages, offers and content to drive engagement and interest. What is even more exciting is the role it plays in bridging the gap between traditional and digital media, moving towards a “customer-centric” approach in business. With data being such an important asset in the brand-customer relationship, the practice of data-driven marketing involves leveraging a range of delivery channels, producing creative content and developing relationships that benefit both marketer and consumer. Although the responses are from 17 markets across the globe and represent different constituencies of the marketing economy, the key points we’ve picked out from the study (below) highlight that there was a consensus with these themes: Want to read the whole report? If you’d like the read the report in full, complete your details in the form over on the Global DMA website. You’ll then receive a confirmation email and download link to access the Summary Report, infographic and Comprehensive 250-page report for more fascinating insights and stats on the state of data-driven marketing in 2014.