The State of Marketing Data Enhancement and Analytics
A new report from Wiland and Digiday offers an important update on how data is being used in marketing today—and predicts what the near future holds.
Brands, agencies, and publishers are increasingly leaning on data enhancement and analytics to make their existing data assets work harder and smarter. By obtaining data that enables more accurate predictive modeling of consumer spending behavior, these organizations are reaching more of the right consumers with the right messages. The result? More effective and profitable campaigns.
Wiland and Digiday surveyed almost 200 brands, agencies, and publishers to discover how they’re currently using marketing data enhancement and analytics in their campaign planning and execution—and to learn what additional information could help them most. We used this research as the basis for an important new report: The State of Marketing Data Enhancement and Analytics: How Brands and Agencies are Using Data to Improve Outcomes.
Download The State of Marketing Data Enhancement and Analytics to learn:
- What kinds of data brands, agencies, and publishers are collecting
- The different views brands and agencies have about who’s actually doing data analytics
- The types of enhancement data brands and agencies are using today—and how they expect their needs to evolve in the future
- How—and why—the list of use cases for data enhancement continues to grow
- How identity, AI, and partnerships are reframing data enhancement and analytics
It isn’t necessary for everyone to become a data scientist to be successful in today’s marketing landscape—as long as they have the right data partners by their side.
Featuring contributions from a number of Wiland thought leaders, the report shows the increasing value of collaborative data partnerships: they empower all organizations to benefit from data enhancement and analytics regardless of their internal level of data expertise. It isn’t necessary for everyone to become a data scientist to be successful in today’s marketing landscape—as long as they have the right data partners by their side. And, as you’ll see in the report, different organizations are meeting the challenge of incorporating marketing data in very different ways.
Download the report now to learn how forward-looking organizations are improving marketing outcomes by investing in data enhancement and analytics.
Tags: analytics data enhancement data enrichment marketing data