Dive Brief:
- Almost half (45.7%) of U.S. marketers say that revenues from data-driven marketing grew in the second quarter of 2015, the Direct Marketing Association (DMA) found.
- One-third (34.6%) of marketers spent more on data-driven marketing efforts in the second quarter, and 39.2% will increase spending in the third quarter.
- More than half (54.3%) of the survey respondents say they expect company revenues from data-driven marketing to continue to grow in the third quarter.
Dive Insight:
Marketers are spending more on data-driven efforts, according to a July 2015 survey from the Direct Marketing Association (DMA), and those efforts are delivering. Some 45.7% of U.S. marketers reported that revenues from data-driven customer acquisition, retention, loyalty, and other initiatives grew in the second quarter, including 9.0% who said saying they grew significantly.
Most (54.3%) expect revenues from data-driven marketing to go up in the third quarter of 2015, with 11.0% expecting a significant increase, and 42.0% expect no change. More than a third (39.2%) of marketers surveyed expect to increase spending on data-driven marketing in the third quarter, indicating that many marketers may be expecting data-driven initiatives already in place to bring in revenues.
