July2013

BlueKai Data Impact Survey

Trends and Adoption in Data-Driven Marketing

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

July2013

Who did we survey?

Online survey to 133 marketing executives in June, 2013

66% Marketers or Agency participants

54% in Marketing management

July2013

Key Findings

July2013

Data-Driven Budgets are IncreasingHow much of your marketing budget is allocated to

data-driven initiatives?

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

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)

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%

July2013

1st and 3rd Party Data Usage

87% of respondents rely on 1st

party data

July2013

1st and 3rd Party Data Usage

72% of respondents rely on 3rd

party data

July2013

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.

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

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

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

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