Marketing Data Challenges

MediaPost, 9/23/10

According to the Winterberry Group “Changing Mission of Marketing Data By 2012,” U.S. marketers will continue to dedicate a steady $7.8 billion to marketing data and associated services, even while the proportion of those budgets commanded by “digital” sources and applications will more than double to represent 10.8% of the mix, over $840 million in annual investment.

Today, the commercial marketing data industry is in the midst of a full-scale transformation, says the report. Once dedicated almost solely to the aggregation and usage of “lists” for direct mail acquisition programs, it now contends with an array of new demands, rooted in fast-maturing media channels and refocused business objectives that are reshaping the way marketers source, analyze and apply customer information.

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