Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "database marketing"
- Spending is set to grow 25% from this year to $33.8 billion by 2027 in the United States.
- Forty-two percent of people ages 18 to 34 have switched companies or providers over data policies.
- About two-thirds of CMOs say the volume of data available to them has become increasingly overwhelming, with 33% citing the rising numbers of channels and platforms.
- As Avocados From Mexico transforms its media and analytics and migrates its user IDs to a new platform, it needed to better understand their own base. As a preamble to our panel on ID tracking, Avocados' Director of Media, Jovanny Martinez, shares a test-and-learn project the brand applied to different behaviors on its own site. What is the difference between prospects who click and those who dwell? Should they be identified and retargeted differently?
- The biggest barrier to personalization at scale is a lack of consistent audience segmentation across channels.
- Sixty-two percent of people in the U.S. have never demanded that a business delete their personal information.
- CMOs have a variety of ways to obtain data that guide their decision-making, though many are frustrated with the lack of tools to gain insights, the CMO Council and market researcher GfK found in a global survey of marketing leaders. Among the data that help marketers to improve key performance indicators (KPIs), media metrics were ranked as the most significant. About two-thirds (67%) of marketing leaders worldwide said content response and conversion data are helpful, and 64% said ad performance metrics were helpful. “Content response can lead to customer conversion, acquisition and repeat purchases,” according to the report. “Getting the right content to the right person at the right time can build toward a shortlist, a call to a sales rep or even an ecommerce transaction. Content response is a marketing KPI that moves the revenue needle.” Only 39% of respondents said their social media following was a significant data point, and a mere 36% considered customer lifetime value (CLV) important for measuring performance. CLV metrics aim to quantify how much money customers will spend on a brand during their lifetime. Marketers say they face a variety of hurdles in obtaining useful data. Almost three quarters (73%) of survey respondents bemoaned insufficient marketing technology as a barrier, while 60% said lack of data management processes were concerning. “The challenge is choosing the right solution from a sea of options,” according to the report. “The 2022 martech landscape is nearing 10,000 solutions and data marketers are overwhelmed with vendor pitches.”
- The way companies handle people's data has significant implications for brand value and trust.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- Most B2B sales and marketing execs said the mass shift to remote work has disrupted their ability to effectively identify and reach buyers.
- Every marketer working with data to run campaigns should know something about Microsoft's SQL language built to manage and store information, says Steven Urgo, data insights analyst, Goodway Group.
- When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.
- More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
- Emily Randall, interactive digital media, Chick-fil-A, says her team has rallied around this: When you know someone's story, you can care for them personally.
- Doing it once is the easy part. How you roll out email marketing, audience segmentation and database management across a portfolio of brands and a variety of countries is a different ball game -- and requires a whole lot of testing and learning. Rebecca Herwitt, Kimberly-Clark's Global CRM Lead, will share how she's scaling across 10+ brands and dozens of countries to be globally effective and locally efficient.
