Data usage in marketing and advertising

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Statista dossier on data usage in marketing and advertising

This dossier has been compiled to provide statistical information about data usage in marketing and advertising worldwide.

Table of contents

  • 1. Overview
    • Global marketing data market size 2016-2018

    • Largest marketing data markets worldwide 2017

    • U.S. marketing data spend 2016-2018

    • U.S. third-party audience data spend 2017, by type

    • U.S. marketing data activation solutions spend 2017, by function

    • Departments responsible for customer data in companies in the U.S. 2017

    • Most sought-after skillsets in data marketing in North America 2017

    • Most sought-after technologies and functions for data marketing in North America 2017

  • 2. Strategies
    • Personalization in marketing - ways of using data 2016

    • Ways businesses use customer data to gain competitive advantage in the U.S. 2017

    • Data sources used in marketing worldwide 2016

    • Data-related functions used in marketing worldwide 2016

    • Tools used for lead & customer data storage worldwide 2016

    • Implementation of Audience data usage strategies in North America 2017

    • Share of marketers personalizing by age in the U.S. 2017, by channel

    • North America: use of data in e-mail marketing personalization 2016

  • 3. Effectiveness & challenges
    • Effectiveness of audience targeting with use of data worldwide 2018, by business type

    • Benefits of data quality investments worldwide 2016

    • Maintenance of high-quality customer data by businesses U.S. 2017

    • Benefits of understanding customer journey worldwide 2016

    • Value of data-related functions for customer experience optimization 2016

    • Customer data accuracy challenges in the U.S. 2016-2018

    • Barriers to building an integrated customer journey worldwide 2016

  • 4. Customer perception
    • Customer opinion on product recommendations in the U.S. 2016

    • Interest in product recommendations in the U.S. 2016

    • U.S. consumer view of purchase history based mobile shopping recommendations 2017

    • U.S. interest in mobile shopping recommendations from selected companies 2017

    • U.S. consumers view of online store product suggestions 2017

    • Impact of product recommendations on shopping frequency in the U.S. 2016

    • Frequency of purchasing items suggested by online stores in the U.S. 2017

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