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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WARC. (January 21, 2020). Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019 [Graph]. In Statista. Retrieved January 19, 2025, from https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed
WARC. "Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019." Chart. January 21, 2020. Statista. Accessed January 19, 2025. https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed
WARC. (2020). Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019. Statista. Statista Inc.. Accessed: January 19, 2025. https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed
WARC. "Use of Data in Customer Targeting, Campaign Performance Tracking, and Campaign Optimization across Marketing Departments in Europe in 2019." Statista, Statista Inc., 21 Jan 2020, https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed
WARC, Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019 Statista, https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed (last visited January 19, 2025)
Use of data in customer targeting, campaign performance tracking, and campaign optimization across marketing departments in Europe in 2019 [Graph], WARC, January 21, 2020. [Online]. Available: https://www.statista.com/statistics/1089469/data-driven-marketing-in-europe/?__sso_cookie_checker=failed
