• eMarketer, Wednesday, October 26, 2016 8:37 AM

Data-driven marketing tactics are gaining traction among marketers globally, and most use customer relationship management (CRM) data to help them better understand their customers, according to research published in an eMarketer article. For example, the article states that Adobe polled 735 digital marketers from diverse industries in Canada, France, Germany, the UK, and the U.S. "In addition to using CRM data, which two-thirds respondents said they used to augment data-driven marketing, nearly half of digital marketers in North America and Western Europe said they use audience definition, which is advanced segmentation," according to the eMarketer article. The findings revealed that about 40% of respondents said "they integrate analytics across channels, and almost as many respondents said they use real-time data from analytics," the article stated.

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