Brand and performance marketers from across the globe are putting increased emphasis on data for mobile marketing. In fact virtually all (98%) of the more than 540 marketers surveyed for a study [press release] by YouAppi say they have increased their organizational investment in mobile marketing data in the past five years.
Marketers are investing in several areas for these efforts: 8 in 10 (81%) respondents are investing in reporting and dashboard technology, while more than 3 in 5 (64%) have invested in in-house data analytics teams.
Other investments noted in the study’s results included third-party performance data (47%) and increasing data-centric headcounts on teams (46%). And, to a lesser extent, marketers are investing in hiring outside agencies for data analysis.
Essentially all (96%) of the in-house and agency marketers surveyed for the report say that their job duties now require a larger focus on data, with 3 in 5 of those (57%) saying the increase has been significant.
Marketers are seeing the impact of this increased investment in data. The improvement has been especially evident when it comes to investment in data-centric tools and teams. Nearly all (97%) of the respondents reported seeing improvement, with more than half reporting these uplifts were “significant”. Nine in 10 (91%) of brand marketers also report an improvement due to their data investment, with 2 in 5 of them saying the improvement is significant.
The investment in data is expected to continue, with 9 in 10 performance marketers anticipating an increase in investment. More than half (54%) of brand marketers anticipate an increase in investment as well.
Notably, with separate research demonstrating a digital skills gap, especially when it comes to data analysis and measurement, the majority (64%) of respondents to YouAppi’s study reported “zero concerns” for their job security, perhaps knowing that any confidence they hold in their mobile marketing data skills puts them in demand…
To read more, access the release here.
About the Data: Report data was collected from a survey of 543 mobile marketers from around the world. Respondents were from either in-house, agency or marketing technology providers and have responsibility for brand and/or performance marketing.