Marketers report strong data-oriented results

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New York—Data-driven marketers are generating increasingly profitable returns and are bullish on marketing programs based on Big Data, according to a report by the Direct Marketing Association. According to the DMA's “Quarterly Business Review” for the third quarter, developed in partnership with Winterberry Group, 75.4% of marketers expressed confidence about data-driven marketing, with 49.5% “strongly agreeing” that marketing informed by data is positioned to expand in the months ahead. According to the study, investments in the mobile channel increased sharply in the third quarter, outpacing social media investment rates for the first time. The study was based on an online survey of 220 marketers conducted in October.
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