Digital Marketing Statistics & Metrics

Important Factors That Expected to Drive Data-driven Marketing & Media Initiatives, 2019

Digital Marketing | Global

Data-driven marketing (DDM) is top of mind for brand and agency executives. Data-driven marketing, in theory, is about better using the flood of customer-related data to integrate and optimize marketing efforts in the age of an empowered consumer and big data. Today’s marketing has shifted from being a discipline close to communications to a discipline incorporating more scientific, technical and strategic responsibilities. Marketing professionals are tasked with quantifying, executing, measuring and expanding a growth strategy based on customer-centric approaches and data-driven decisions.

Take a glance at the most important factors that expected to drive the data-driven marketing and media initiatives in a year ahead, 2019:

  • Demand/interest from customers is ranked as the main factor that expected to drive data-driven marketing and media initiatives a year ahead with a rate of 69.4%.
  • The growing emphasis on investment measure-ability/accountability is ranked as the second most important factor that expected to drive data driven-marketing and media initiatives in a year ahead with a rate of 47.2%.
  • General desire to be more “customer-centric” comes at next as a factor that drives data-driven marketing to companies with a rate of 38.9%.
  • Competitive pressures also listed as a factor that expected to drive data-driven marketing and media initiatives with a rate of 37.5%
Factors do you expect will be most important in driving your data‐driven marketing and media initiatives in the year ahead.

A Graph Shows The Factors That Expected to Be The Most Important In Driving Companies Data-Driven Marketing and Media Initiatives in a Year Ahead, 2019.


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

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