The outlook for data 2018: A snapshot into the evolving role of audience insight

Explores how digital marketing and media practitioners are using audience data, and how they intend to advance their data-centric use cases in the year ahead.
  • Marketers, publishers and technology developers continue to grow their spending on audience data and related solutions, with 60.3% having spent more on data in 2017 than the year before, and 80.8% expecting to grow their investments further in 2018.
  • Data users anticipate that they will prioritize richer cross-channel marketing engagement in 2018, particularly addressing the improved measurement and attribution of these efforts.
  • 52.3% of respondents said they expect to focus on improving their cross-device audience recognition capabilities, supporting their ability to serve more relevant content to their customers and prospects across all touchpoints.
  • Many cited artificial intelligence...

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