SAN FRANCISCO, March 26, 2019 (GLOBE NEWSWIRE) -- In a new report released today, Advertiser Perceptions, the leader in data-driven business intelligence for the advertising industry, and MightyHive, the leading media consultancy, share the findings of a recent survey of over 200 senior brand marketers. Titled “The Data-Confident Marketer,” the study examines marketers’ views on first-party data: how they’re using it, where it lives in their organization, and how soon they expect first-party data to start producing results.
Across the surveyed universe, the study found uneven progress and mixed optimism as well as a variation in how long marketers expect their data investments to produce results.
THE BIG A-HA
In terms of the survey’s implications, Advertiser Perceptions finds this confidence gap to be most significant.
“When you consider that 67 percent of respondents expect to realize their first-party data goals in an impressive 18 months or less, it seems a wave of data-confident marketers may be about to crest, significantly impacting the competitive landscape,” said Stuart Schneiderman, vice president, business intelligence at Advertiser Perceptions. “It would be wise for all companies that depend on data to drive their business to assess their data use readiness. Otherwise, the minority that feels very confident now could lengthen their lead.”
KEY FINDINGS:
INTENT, INVESTMENT AND USE PLANS
CONFIDENCE AND CONCERNS
“What this survey made clear is that leading marketers are unlocking first-party data to gain a better understanding of who their customers are, what motivates them, and how digital advertising plays a role in purchase decisions,” said Tyler Pietz, vice president of global consulting at MightyHive. “This report reveals key characteristics displayed by data-confident marketers as well as overall trends in the use of first-party data.”
Download the full +Data Confident Marketer report at mightyhive.com/data-confident-marketer.
Methodology
The report -- The Data Confident Marketer -- is based on a survey of 200 brand-side marketing decision-makers with an annual digital advertising budget of at least $5MM about their views on first-party data: how they’re using it, where it lives in their organization, and how soon they expect first-party data to start producing results. Additionally, five anonymous in-depth interviews were conducted with senior marketers in the CPG, beauty, financial, retail and travel industries.
About MightyHive
MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in Auckland, London, Melbourne, New York, Singapore, Stockholm, Sydney, Tokyo and Toronto. In 2018, MightyHive merged with S4 Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell.
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based business intelligence for the advertising industry. Our exclusive insights, practical advice and knowledgeable guidance produce actionable solutions that deliver results and enable our clients to thrive in today’s complex and competitive advertising market. For more information about our services or to arrange a private briefing, please contact us at 212-626-6683 or info@AdvertiserPerceptions.com.
Contact
Cassady Nordeen
Blast PR for MightyHive
cassady@blastpr.com
718-644-0273