14 Data-Driven Marketing Statistics

Data-driven marketing has become increasingly helpful for top marketers to know what direction they need to take in their marketing strategies. Being able to gather data from customer interactions gives marketers the ability to adjust, improve, and build their overall marketing strategy. 

Just as important as it is to know how to implement the best marketing strategies, it’s important to look to the data you’re receiving to help guide you in the right direction. 

Here are 14 stats that help you understand why data-driven marketing is important, its advantages, and some of the roadblocks: 

Why Data-Driven Marketing Is Important

1. Understanding customer interactions across all touchpoints is the #1 challenge for marketers

2. Marketing marketers are 1.3x more likely to have a documented data and analytics strategy and 1.5x more likely to have a clear view of their customers’ journeys

3. In research by Ascend2 and Research Partners, the most important data-driven marketing objectives cited by marketing professionals include:

  • basing more decisions on data analysis (51%)
  • acquiring new customers (45%)
  • integrating data across platforms (43%)
  • and enriching data quality and completeness (37%)

4. 64% of marketing executives “strongly agree” that data-driven marketing is crucial in the economy

5. In fact, 88% of marketers surveyed by Forbes use data obtained by third parties to enhance their understanding of each customer

6. 1/3 of marketers identified cross-device ID as a priority in their organization

7. The top 3 ways marketers are adding value include the use of CRM data, real-time data from analytics, and integrating analytics across channels

  • 58% CRM
  • 40% Real-time data from analytics
  • 38% Integration analytics across channels

Advantages Of Data-Driven Marketing

7. Companies that adopt data-driven marketing are more likely to have an advantage over the competition and increase profitability. In fact- they are six times more likely to be profitable year-over-year

8. 66% of marketing data is used to better focus on targeting offers, messages, and content

9. GlobalDMA found that 49% of marketers use data to enhance customer experience

10. 44% of marketers say they have data management platforms, and 33% are planning to have one

Data-Driven Marketing Infographic

Data Driven Marketing Infographic

Roadblocks With Data-Driven Marketing

11. Research by CMO Council showed that an inadequate budget was the biggest obstacle for marketers to start using data-driven customer strategies

12. 75% of marketers say that the lack of education and training on data and analytics is one of the biggest setbacks for data-driven decisions

13.  7% of survey respondents say they’re always able to deliver real-time, data-driven experiences across physical and digital touchpoints

14. 52% of respondents say they can deliver some of these experiences, but they can only do so via marketing-owned (28%) or mainly digital channels (24%)