BtoB Media Business – Ad Targeting Voted Leading Data-Driven Marketing Activity


©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Marketing Charts 

Ad targeting (placement/content) is projected to be the leading focal point of future data-driven marketing activity, with respondents to a Winterberry Group survey [pdf] released in January 2012 rating it an average of 4.4 on a 5-point scale of data use significance. Other use cases closely following ad targeting in terms of future significance include market research/customer behavior analysis and offer optimization (both at 4.3), as well as content optimization and cross-channel touchpoint optimization (both at 4.2). Ad inventory forecasting and ad verification (both at 3.5) are projected to be the least likely activities to be significant for future data utilization.

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