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Using data for marketing purposes in Europe in 2019

The results of a 2019 survey across 155 marketing departments in Europe reveals how, and to what extent, data is being used for marketing purposes. Over 50 percent used data only occasionally for customer targeting and segmentation. Just a third used data systematically for campaign optimization.

Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019

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Sources

Release date

January 2020

Region

Europe

Survey time period

2019

Supplementary notes

The source adds: "Based on a survey of 155 European marketers in businesses with at least 1,000 employees."

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