Change In Data-Driven Marketing Profitability, Q1 2014 – Q2 2014 [CHART]
DMA/Winterberry reported slowed growth in both revenues—which hit a two-year high in Q3 2013—and profitability from data-driven marketing in Q1 2014. Around 45% of respondents said that their revenues had increased quarter over quarter. Profitability gains slowed for the first time in Q4 2013, and the trend continued in the first quarter of this year: 37% of marketers reported growth in profitability from data-driven marketing in Q1, compared with 45.3% in Q4 2013.
However, respondents were positive about both revenue and profitability growth for Q2 2014, with nearly 60% expecting the former to rise and just over half saying the same for the latter. Read the rest at eMarketer.