72% of Senior Marketers Consider Data to Be A Strategic Asset According to Research Live
GLOBAL — 72% of senior marketers consider data to be a strategic asset, according to new research from the World Federation of Advertisers (WFA).
Despite this, more than half are ‘only just starting’ the process of giving it a central role in their marketing.
The study is based on responses from 32 companies with a global annual marketing spend of $35bn. It found that 31% of companies described themselves as advanced or highly advanced in the adoption of data-driven marketing (DDM).