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RESEARCH, ANALYSIS & TRENDS

Data truly matters - everywhere around the

globe, across all markets and industries

In a recent global research study, conducted by the fectively. Not to mention that the demand to deliver
Winterberry Group and Global DMA, 80% of the mar- more relevant communications is one of the most im-
keters, technologists and service providers, surveyed portant factors driving the use of data in marketing to-
said that data is crucial to the deployment of their mar- day. Data helps businesses deliver better-crafted mes-
keting and advertising efforts. sages, delivered to the most appropriate members of
an audience population, and also improves the custom-
Data for businesses has evolved from merely providing er experience across media touchpoints.
learnings to giving answers and driving actionable in-
sights. Increasingly, businesses are moving towards a Digital channels are the new POS
smarter, more consumer-centric approach that can only
be achieved by gathering insights from data. Consumers from all demographics are now spending
more time online. With almost half of the world’s inter-
But what are the key trends that marketers need to con- net users sitting in Asia, there is a huge opportunity for
sider to be truly data-driven? Saurabh Dangwal, Vice digital channels here to lead the pack in terms of touch-
President, APAC, MediaMath, provides some trends in points with consumers. Marketers are tapping on this
data-driven marketing he expects to resonate with mar- by bridging the gap between traditional and digital in
keters across the globe. their media mix.

It’s all about the consumer Web and eCommerce content, social media, mobile,
paid search engine marketing and online display adver-
As consumers increasingly expect better targeted and tising all make up today’s marketer’s arsenal to achieve
personalized communication, moving from a channel- the Holy Grail – reaching the right customer, at the right
centric approach to audience-centric marketing just time, with the right messages.
makes good business sense, he states. For evidence,
the increased usage of ad blocking technology is a di- In fact, the study by The Winterberry Group and Global
rect reaction of consumers being delivered irrelevant DMA found that digital channels posted the most sub-
and inappropriate advertising messages. stantial performance gains compared to other media
channels in the past year. Fact is that marketing has
To meet their customers’ expectation, businesses rely gone digital, because that is where the consumers are
heavily on their marketers to know all they can about – and therefore, that is where the insightful data is.
their customers and to be able to interact with them ef-
16 Asian eMarketing - December 2015 Omnichannel Marketing
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