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BizReport : Advertising archives : July 07, 2015

Study: Behavioral data influencing more shoppers

Through 2018 the use of behavioral marketing data will increase. That is the takeaway from a new Millward Brown Digital study which indicates nearly two-thirds of marketers are currently using behavioral data to make marketing decisions.

by Kristina Knight

Nearly 70% say the use of behavioral data will increase over the next three years. Some interesting takeaways from the report include:

• Brands, agencies and media buyers say big data is their biggest opportunity
• Only 14% say 'they are confident' in their use of data
• More than one-third (38%) of brand respondents say their business is current on big data best practices
• 61% of agency respondents say their business is current on big data best practices

"To an extent, marketers are still catching up to the speed at which digital has evolved. They continue to explore how to truly understand a dynamic consumer, how to create a best-in-class marketing research program, what an optimal media allocation looks like, and how to better measure and enhance total marketing ROI," says Stephen DiMarco, President, Millward Brown Digital. "As far as digital has come over the past few years, this study shows that we still have quite a ways to go."

As for where brands would put digital dollars if data/tracking was better, more than three quarters report they'll push budget dollars into mobile, digital and social. Less than half (47%) said better data would help them push more ad dollars into traditional spending areas.

The full report can be downloaded here.

Image via Shutterstock

Tags: advertising data, behavioral marketing, big data, data trends, ecommerce data, Millward Brown Digital

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