Big data is not a fad. As business and marketing leaders work to increase value for consumers and measure the results of their advertising efforts, spending on data analytics continues to rise—and it’s not predicted to slow down any time soon. According to the Data & Marketing Association (DMA), becoming data-centric continues to be a priority for U.S.
As another year closes out, we take a little time to reflect on what has transpired in our industry and what we can learn from it in order to improve in the new year. The infographic below shows a snapshot of Strategic America’s 2017 direct marketing and analytics efforts. U.S. companies spent $10 billion in 2017 on third-party audience data for marketing efforts and slightly more on solutions to support its activation.