Change In Data-Driven Marketing Spending, Q1 2014 – Q2 2014 [CHART]
Marketers continued to put more dollars toward data-driven marketing in Q1 2014, according to research released earlier this month by Direct Marketing Association (DMA) and Winterberry Group. More than 40% of US marketing professionals said they increased spending on data-driven marketing in the first quarter of this year, compared with 38.4% who said the same in Q4 2013.
However, data-driven marketing investments may have hit a lull—at least in Q2 2014. More than half of respondents didn’t expect to change their spending on this tactic in the second quarter, compared with 36.5% who said it would rise. Read the rest at eMarketer.