Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.
Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies. Read the rest at eMarketer.