CAPITAL CORP. SYDNEY

73 Ocean Street, New South Wales 2000, SYDNEY

Contact Person: Callum S Ansell
E: callum.aus@capital.com
P: (02) 8252 5319

WILD KEY CAPITAL

22 Guild Street, NW8 2UP,
LONDON

Contact Person: Matilda O Dunn
E: matilda.uk@capital.com
P: 070 8652 7276

LECHMERE CAPITAL

Genslerstraße 9, Berlin Schöneberg 10829, BERLIN

Contact Person: Thorsten S Kohl
E: thorsten.bl@capital.com
P: 030 62 91 92

Outlook Data 2017 Snapshot Evolving Role Audience Insight

Data Onboarding, Industry Trends, Research

Data is playing an increasingly critical role across a vast range of advertising and marketing applications. Marketers, media buyers, publishers, and digital advertising technology executives said that a renewed focus on measurement and attribution will be the centerpiece of their efforts in 2017 —a shift from 2016, when “cross-device audience recognition” took the lead position. This second annual benchmarking report explores how digital marketing and media practitioners are using audience data, and how they intend to evolve their data-centric practices in the year ahead.

Research Highlights include:

  • Over the coming year, users said they expect “cross-channel measurement and attribution” will take center stage in the organizations (57.1%)
  • “Difficulty in proving ROI of our data-driven programs” (45%) and “lack of internal experience (at the functional/operational level)” (45%) were cited as the two biggest obstacles impeding panelists’ efforts to leverage audience data in 2017
  • More than two-thirds of respondents (67%) increased their spending on data and related services from 2015 to 2016—and even more (71%) anticipate bigger budgets in 2017

DOWNLOAD THE OUTLOOK FOR DATA 2017 REPORT