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 2017-2019

    • Largest marketing data markets worldwide 2018

    • U.S. marketing data spend 2017-2019

    • U.S. third-party audience data spend 2018, by type

    • U.S. marketing data activation solutions spend 2018, by function

    • Change in data-driven marketing spending in the U.S. 2018-2019

  • 2. Strategies
    • Most trusted data sources by marketing professionals worldwide 2019

    • Common ways to use data according to marketers worldwide 2018

    • Leading methods of targeting B2B buyers in the U.S. 2018

    • Location data usage by marketing professionals in the U.S. 2019, by channel

    • Leading use cases for location data according to marketers in the U.S. 2019

    • Marketing analytics usage in the U.S. 2012-2020

    • U.S. marketing professionals use of shopping behavior data from online markets 2018

  • 3. Effectiveness & challenges
    • Most important data types according to senior marketers worldwide 2018

    • Effectiveness of audience targeting with use of data worldwide 2018, by business type

    • Impact of AI-enabled marketing on business outcomes worldwide 2018

    • Importance of data quality to B2B sales and marketing in the U.S. 2016-2018

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

    • Estimated costs from stringent federal data privacy law in the U.S. 2019

    • Average cost per data breach in the United States 2006-2019

    • Lack of insights into online buying behaviors by U.S. marketing professionals 2018

  • 4. Customer perception
    • Global consumer trust in organizations' data management and protection 2018

    • Opinion of consumers on explicit permission for using data 2018, by type of data

    • Adult views on targeted advertising in the U.S. 2019

    • Personal information U.S. internet users are willing to share 2018

    • U.S. opinion on companies buying personal data for online ads 2018

    • U.S. perception on granting smartphone app permissions 2019

    • Leading reasons for U.S. mobile users to share their data with companies 2019

    • Perception of U.S. users social site's ability to identify key user traits 2018

    • U.S. mobile user awareness on select location data use by companies and brands 2019

    • U.S. consumer distrust in shopping recommendations 2019, by platform

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