DMA: Marketers increased data-driven spending in Q1

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New York—Marketing departments saw improvements in several key performance indicators in the first quarter of the year, according to a new report by the Direct Marketing Association. According to DMA's “Quarterly Business Review” for the first quarter, conducted in partnership with consultancy Winterberry Group, 80.6% of survey respondents said their data-driven marketing spending was equal to or greater than it was in the fourth quarter of last year. Following a sustained period in which marketers did not increase staff, the first quarter saw increased staffing growth for the first time since the fourth quarter of 2010, the DMA said. DMA's report is based on an online survey of 246 marketers and marketing vendors distributed in April.
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