Most marketers made significant strides in improving data efforts over the past year and marketing professionals are using data-driven marketing to maintain databases about their customers and targets.
In a survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 92.3% of respondents said they maintain databases to host information on customers or prospects, at least to some extent. More than half of all respondents (53.4%) were sophisticated practitioners and were more advanced in that area.
Additionally, 90.7% of US ad and marketing professionals said they segment data to better target and engage addressable customer —or B2B—audiences. Some 50.5% said they were more advanced in that area. Read More