DMA: Data and Marketing Association
Why DMA?

Marketing Stats and Facts

The New Frontier of Data + Marketing
Gathering data and drawing insight from it is increasingly difficult for data-driven marketers. An Ebiquity/CMO Council study finds that 70% of marketers are managing the data explosion only “fairly” at best. Ouch. And only three percent of marketers in a CMO Council study responded that their data is “completely integrated and aligned.”TwitterLogo_#55acee

Welcome to the science of marketing –the new frontier of data + marketing – which is inspiring marketers to marry science and creativity through un-siloed organizations and integrated databases. Data is at the heart of what DMA stands for because DMA knows that data is at the heart of today’s marketing. It’s why DMA is advancing its research mission with actionable reports like this, the 38th edition of the DMA Statistical Factbook (SFB), to help marketers easily find the facts needed to benchmark and evaluate existing initiatives as well as to develop business cases and proposals to launch new initiatives and even new businesses.

The SFB, long known as the “Definitive Source of Marketing Benchmarks”, contains 326 pages and 379 charts conveniently organized by channel. One early chart sourced from Experian’s “2016 Global Data Management Benchmark Report” highlights that over 30% of executives cite the two biggest challenges to improving data quality are “lack of skills” and “lack of human resources” with the skills to implement these improvementsTwitterLogo_#55acee. The challenges originating in the science of marketing – database structure, predictive analytics and actionable insight -and its effect on creative and creativity is a growing concern and a driver in why DMA is redoubling its own efforts to ensure that the DMA annual event &THEN and DMA Education are increasingly focused on data collection, management and actionable insights to improve marketing ROI.

2015 ECHO winner and 2016 ECHO entrant Kate, SVP of Client Services of MRM / McCann, during a review of their winning case study correctly states that “Creativity isn’t just about the creative”. “Data informs great creativity”, says Sir Martin Sorrell (CEO, WPP). But without creative capture, management and use of data, even the best creative won’t produce as efficiently without being delivered to the proper segments of customers.

The channels and methodology by which marketers deploy also are undergoing rapid change. The goal of DMA research is to allow marketers to keep up or catch up. And if you’re not keeping up with changes in digital advertising you had better catch up quick. An eMarketer study puts digital ad growth at 17% YOY with 60% being driven by programmatic buying and representing 32% of total media spendTwitterLogo_#55acee. This shift is continuing the downward pressure on the use of mail by marketers, which has seen a compounded annual decline of nearly 2% since 2005. However, DMA members USPS, UPS and FedEx are seeing significant increases in package delivery, driven by rising ecommerce sales.

This is the “new frontier” of data and marketing and the DMA Statistical Fact Book along with DMA Education & Research will be there to help marketers track this data and turn it into actionable insight.

Why DMA Research?

To stay ahead of the curve and grow their business, organizations need dynamic research on emerging trends as well as baselines that provide insight into quarter over quarter and year over year performance. DMA delivers both, and with the broadest representation of the entire marketing ecosystem making our research more comprehensive, insightful and actionable.

Marketers, agencies, solution providers and media companies can turn to DMA for a wealth of resource this year to inform their investments, strategies and campaigns. Here is just a sampling of the invaluable research that DMA brings to the marketplace and the ways in which DMA research helps accelerate business success:

Investments:THE DMA/THE WINTERBERRY GROUP QUARTERLY BUSINESS REVIEW” (QBR) measures industry confidence and priorities, signaling where marketing organizations are focusing their investments and customer strategies. In a recent QBR, DMA reported: “Marketers are hedging their bets against a potential economic downturn as fewer marketers and service providers said they will focus on new customer acquisition in the coming months (62.7%) than last quarter when 72.2% said new customer growth was a top priority.”

DMA’s “VALUE OF DATA 2015” research, produced by Harvard Business School and Columbia University professors commissioned by DMA, is another investment driver. The Value of Data 2015 reported that revenues from the data-driven marketing economy (DDME) surged to $202 billion and DDME jobs grew even more significantly, to 996,000. While large players are growing in this market, so are startups who are using data to overcome barriers to entry, raise ad-supported revenue and identify new and niche markets to serve.

Strategies: The “2016 DMA STATISTICAL FACTBOOK” (SFB) is rich with insights to apply to marketers’ strategies. Here’s just one example: the biggest internal challenge to improving data quality is the lack of knowledge and skills within the marketing ecosystem, according to Experian Data Quality – “2016 Global Data Management Benchmark Report”.
That’s reinforced by InfoGroup’s SFB submission which concludes that analyzing data is the biggest data challenge in 2016 (“7 Key insights into the Evolution of Data Driven Marketing”). You can be sure that equipped with these insights, the smartest marketers, agencies and solution providers are prioritizing their talent strategies towards data scientists.

Campaigns: DMA’s RESPONSE RATE REPORT delivers forward-looking projections that deliver critical intelligence across marketing channels. A key finding for this year’s Response Rate Report is that “Social and Mobile once again are projected to lead the pack in terms of growth in usage by marketers.” Data like this enables marketers to accurately benchmark CTR, CPA and ROI and adjust their campaigns to drive stronger results.

For nearly 100 years, DMA has guided and advanced data-driven marketing. Whether advocating on behalf of the marketers before the US Federal Government or the 50 state capitals, delivering education and talent development programming and resources, or providing research and thought leadership, DMA has been the marketing industry’s standard-bearer.

With best regards and passionate confidence in the future of marketing and that data that fuels growth, innovation and powerful customer engagement.

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