Marketing initiatives used to increase data value in North America 2020

Published by
J. G. Navarro,
Jan 6, 2023
During a 2020 survey carried among data marketers primarily from North America, 57.1 percent of respondents stated they had increased use of first-party and/or contextual data for targeting in the 18 months leading up to the survey in order to enhance value derived from data.

Marketing initiatives used to enhance value derived from data in North America as of May 2020

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Release date

July 2020

Region

North America

Survey time period

April and May 2020

Number of respondents

104 respondents

Special properties

among audience data users, suppliers and agency partners who support data-driven advertising and marketing use cases primarily based in North America

Method of interview

Online survey

Supplementary notes

Original question: "Over the past 18 months, which of the following has your organization used to enhance value derived from data?"
The graph only shows the highest-scoring answers.

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