Marketers are upbeat this year, with 80 percent of the respondents for anInfogroup Targeting Solutions (ITS) surveyclaiming to be more optimistic about their organization’s marketing efforts than they were last year.
Conducted during last October’s Direct Marketing Association Annual Conference, the survey discovered 62 percent of the 370 marketers polled expected data-related expenditures to increase this year, with 39 percent already witnessing a positive return on data investments. ITS’s survey focused on data and analytics issues, covering topics like budgets, expected ROI and 2014 priorities. “The survey findings…indicate that marketers are moving from the information-gathering stage to the analytics phase of big data adoption,” said ITS president David McRae.
Compared tolast year’s survey, fewer marketers said they will be increasing data-related budgets in 2014.
Last year, 70 percent of respondents said they would increase data budgets, while only 62 percent were going to do so this year.