Spending on Online Marketing Data to Double by 2012

MediaPost, 9/10/10

The amount of money spent by U.S. marketers to gather online data describing digital audience characteristics, transactions and “clickstream” behaviors will more than double over the next two years, reaching $840 million in 2012, according to new projections from the Winterberry Group.

The growth in spending on digital marketing data will account for nearly all the projected increase in spending on marketing data in general, which is set to increase from $7.8 billion in 2009 to $8.0 billion in 2012 — offsetting modest declines in traditional (offline) data spending.

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