bluekais semi-annual data impact survey
TRANSCRIPT
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July2013
BlueKai Data Impact Survey
Trends and Adoption in Data-Driven Marketing
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July2013
Goal of Data Impact Survey
Observe trends related to data-driven marketing, as well as its impact on ROI
Uncover popular and emerging data use cases
Compared against research generated from December 2012
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July2013
Who did we survey?
Online survey to 133 marketing executives in June, 2013
66% Marketers or Agency participants
54% in Marketing management
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July2013
Key Findings
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July2013
Data-Driven Budgets are IncreasingHow much of your marketing budget is allocated to
data-driven initiatives?
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July2013
Data-Driven Budgets are IncreasingHow much of your marketing budget is allocated to
data-driven initiatives?
91% agree that data is of primary
importance for segmentation and targeting…
2/3 say more than half of their
digital efforts are data driven
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July2013
Impact of Data Marketing…
Data is making positive impact in the following areas:
78% 71% 68% 63%
Performance(conversion & acquisition)
Message Relevance (segmentation)
Interaction(clicks & traffic)
Media Efficiency(buying & planning)
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July2013
Impact of Data Marketing…
Data is making positive impact in the following areas:
78% 71% 68% 63%
Performance(conversion & acquisition)
Message Relevance (segmentation)
Interaction(clicks & traffic)
Media Efficiency(buying & planning)10%
Says data increased
conversion rates by 5-
10%
73%don’t know
32%
Says data increased
media efficiency by more
than 10%
21%
Says data increased clicks and traffic by
5-10%
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July2013
1st and 3rd Party Data Usage
87% of respondents rely on 1st
party data
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July2013
1st and 3rd Party Data Usage
72% of respondents rely on 3rd
party data
July2013
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July2013
Data Moving Beyond Ads
Data-driven display and email targeting programs are top use cases.
There is growing interest in taking data intelligence further to site customization, attribution and lookalike modeling.
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July2013
Data Crosses Various Marketing Disciplines
Marketers admit that cross-channel and platform opportunities are top of mind. Specifically, the channels that are most important to them are:
Top 4 Channels
More established data-driven
channels
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July2013
Data Crosses Various Marketing Disciplines
Marketers admit that cross-channel and platform opportunities are top of mind. Specifically, the channels that are most important to them are:
Top 4 Channels
More established data-driven
channels
64% says
that horizontal approach to data is more
important
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July2013
Mobile Continues to be UntappedTime spent still far outweighs ad spend in mobile. Over half of respondents
spend between 0-25% of marketing budget on mobile…
8% says data in mobile has
helped them increase conversion rates by more than 10%
60% don’t know
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July2013
More info…
• Full report available for download at www.bluekai.com/dataimpact
• Check out the infographic featured on Adweek: http://bit.ly/13Ym94r
• For more information on BlueKai and our data management platform, please visit www.bluekai.com