Roughly half of marketing and media executives in North America said they believe predictive analytics and modeling to be one of the most helpful technologies for getting more value out of data, August 2016 research found.
Winterberry Group, in partnership with theDirect Marketing Association (DMA) andInteractive Advertising Bureau (IAB), polled 211 media and marketing executives primarily in North America and asked respondents to choose the top three technologies that they believe will be most important in supporting their efforts to achieve value from data in the future.
In addition to predictive analytics, 40.6% of respondents said that cross-channel measurement and channel attribution is helpful for getting more value out of data. And more than a third said that campaign measurement, which includes segmentation and audience selection, was another important technology.
Nearly a third of marketing and media executives believe data management platforms (DMPs), tools that help businesses aggregate marketing information from across a variety of channels, will be most important in supporting future data use efforts.
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