Résultats de l étude globale du Data- Driven Marke7ng and Adver7sing dans le Monde Cecile Delettré, Board member Adetem, International coordinator avec les associa*ons marke*ng françaises : Adetem, CMD, SNCD, réunies par le label French Marketers lors des missions à l étranger comme à la DMA et la par*cipa*on de Emarke*ng.fr et Ensemble B2B Et les autres par*pants dans le monde : French Marketers : @CecileDELETTRE cecile.delelre@adetem.net
Le panel : 3,000 Marketers et publicitaires dans le monde de tous secteurs N = 2,938 Panelists Quel est le principal role/business focus? Within which of the following vertical markets are your professional efforts most intensively concentrated? Marketer/advertiser 5.8% 32.4% 13.3% 5.2% 43.3% Publisher/media (focused on selling advertising) Provider of marketing services (including data and agency services) Developer of advertising and marketing technology Other Automotive Business- to- business services ( B2B ) Consumer goods ( FMCG or CPG ) Entertainment, media and/or Financial services (banking, credit Government Healthcare and/or pharmaceuticals Insurance Manufacturing Not- for- profit/charities Retail predominately brick- and- Retail predominately catalog and/or Technology Telecommunications Travel and hospitality Pas plus de 3 réponses possibles French Marketers : @CecileDELETTRE cecile.delelre@adetem.net Utilities Other 8.6% 13.7% 10.4% 15.9% 3.9% 6.7% 9.3% 7.4% 12.0% 9.7% 9.2% 10.9% 5.9% 6.7% 2.4% 9.7% 30.0%
Participation par pays à l étude Data Driven marketing 600 500 400 300 200 100 0 523 467 422 291 215 158 168 137 142 135 92 35 25 38 28 22 40
La majorité des répondants décrivent leur organisation comme trés avancée dans le data- driven marketing How sophisticated is your organization s data- driven marketing and advertising (DDMA) approach? 81.3% 59.3% 21.9% 12.4% 1.8% 2.7% Index: 4.37 1 - - Not at all sophis*cated 2 3 - - About average 4 5 - - Very sophis*cated
cependant les point de vue sur l avancement dans le Data Driven marketing, divergent par pays et en France Very sophis+cated 5.00 How sophisticated is your organization s data- driven marketing and advertising (DDMA) approach? 4.00 About average Not at all sophis+cated 3.00 2.00 Argentina, 2.96 Australia, 3.24 Belgium, 3.43 Brazil, 3.31 Chile, 3.63 France, 3.07 Germany, 3.45 Hong Kong, 3.25 Hungary, 3.36 India, 3.60 Italy, 3.17 Netherlands, 3.80 New Zealand, 2.93 Singapore, 3.11 Sweden, 4.00 United Kingdom, 3.54 United States, 3.53 1.00 French Marketers : @CecileDELETTRE cecile.delelre@adetem.net
Priorités du Data- Driven A quel point est- ce que votre organisation pratique chacune des choses suivantes chaque jour? Not at all To Some Extent Sophisticated Practitioner 48.5% 46.6% 47.4% 44.4% 45.7% 43.3% 43.6% 42.2% 34.3% 36.2% 21.2% 18.1% 8.2% 9.8% 10.4% Purchase third- party data to support targeted marketing campaigns Maintain databases to host information on customers and/or prospects Segment data so as to better target and engage addressable audiences Measure campaign results across individual marketing channels Measure campaign results across multiple marketing channels 2.74 3.80 3.74 3.74 3.36
La confiance dans le Data Driven Marketing est la meilleure en Belgique et en Allemagne Extremely confident 5.00 Thinking in general about your current business activities and conditions within your respective marketplace, how confident are you in the value of data- driven marketing and advertising and its prospects for future growth? Somewhat confident 4.00 3.00 Argentina Australia Belgium Brazil Chile France Germany Hong Kong Hungary India Italy Netherlands New Zealand Singapore Sweden United Kingdom United States 2.00 Not at all confident 1.00
Les prévisions de dépenses par canal de communication : digital, mobile, direct, social Spending has increased/is likely to increase significantly 5.00 Les répondants indiquent les prévisions sur leurs choix de canaux de communication dans leur budget à venir 4.00 No material change Spending has decreased/is likely to decrease significantly 3.00 2.00 1.00 Addressable TV Digital display advertising* Digital out- of- home Direct mail Email Mobile apps, content, SMS Reported spending change 2014 Reported spending change 2015 Search (SEO/SEM) Social media management/ content Teleservices/contact center Web content (site/content optimization)
Les prévisions de dépenses par besoin Spending has increased/is likely to increase significantly 5.00 Expected spending change 2016 4.00 No material change Spending has decreased/is likely to decrease significantly 3.00 2.00 1.00 Audience analytics, measurement and attribution Creative and content development Customer contact, support and call center Data compilation, sourcing and/or brokerage Data/database management (CRM and DMP technology) Digital campaign execution Predictive analytics, modeling and segmentation Traditional campaign execution
Digital Display, Social Media et Web Content générent le plus de performances et de gains Improved substan+ally 5.00 Thinking about the results generated by each of your (or your clients ) data- driven marketing and advertising channels, how has the performance of each of the following changed over the past year? 4.00 No material change Declined substan+ally 3.00 2.00 1.00 Addressable TV Digital display advertising* Digital out- of- home Direct mail Performance 2014 Search (SEO/SEM) Mobile apps, content, SMS Email Performance 2015 Social media management/ content Teleservices/contact center Web content (site/content optimization)
Le premier besoin du Data driven Marketing : Mesurer l attribution,le résultat et le ROI Cri+cally important to deriving value 5.00 How important would each of the following be in advancing your (or your clients ) ability to derive value from your DDMA programs? Neutral importance Not at all important to deriving value 4.00 3.00 2.00 Improved campaign measurement and attribution tools, 4.24 More/better staff training with respect to analytics, segmentation and targeting, 4.22 Better understanding of DDMA and its contribution among senior stakeholders, 4.12 Improved access to quality audience data, 4.12 Better integration between advertising and marketing technology platforms, 4.10 More/better staff training with respect to digital marketing programs/ execution, 4.09 Improved organizational processes (including incentive structures and data- sharing policies), 4.03 More/better staff training with respect to marketing and advertising technology, 4.03 Enhanced support from agency(ies) and other service providers, 3.77 1.00
Etude complète accessible à partir du 10.12.2015 auprès : des associa*ons : Adetem, CMD, SNCD, et des partenaires de diffusion de l étude : Emarke*ng.fr et Ensemble B2B de French Marketers Facebook : French Marketers Twi8er : @FrenchMkters Contact : Cécile DELETTRE @CecileDELETTRE Cecile.dele8re@adetem.net +33 6 86 87 88 43 + 49 178 53 22 748 Founder & InternaMonal coordinator French Marketers Member of Board ADETEM - ExecuMve member Global DMA