The Driver Behind the Publicis-Omnicom Merger

Marketers increasingly rely on data, study shows

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If Publicis and Omnicom’s recent merger announcement is any indication, traditional advertising and marketing agencies are increasingly looking to data to compete with the tech companies that have spent the past several years chipping away at their business models. A recent study from ad tech firm BlueKai shows just how heavily brands have begun relying on data in their marketing strategies.

According to the study, for which BlueKai surveyed more than 100 marketing executives and media buyers, two-thirds of respondents said that their digital marketing is data-driven. Thirty-six percent said they allocated more than 20 percent of their budgets for data-driven marketing—up from just 11 percent of respondents six months ago.

BlueKai also found some significant changes in marketers’ views on where data should be leveraged. When asked to rank the most relevant cross-platform opportunities for data, analytics jumped to No. 1 from No. 3 in December 2012. Email, not previously ranked at all, was at No. 2, followed by search. Display dropped to No. 7.

But while marketers clearly see the potential in using data for digital marketing, they’re still lagging in the mobile arena. Half of all respondents said that they spend less than 25 percent of marketing efforts on mobile, while 60 percent said that they didn't know how much the use of data had improved conversion rates for mobile marketing.

@adweekemma Emma Bazilian is Adweek's features editor.