Data & Marketing Association Releases 2018 Statistical Fact Book, Industry Research Benchmark Enters 40th Year
Today, the Data & Marketing Association (DMA) released the 2018 DMA Statistical Fact Book, the 40th edition of an annual catalog of research designed to arm the data and marketing industry with the statistics that are essential to the modern marketing campaign. Drawn from more than 40 research sources, the Statistical Fact Book is curated and compiled from across DMA’s base of over 1,400+ member brands, recognized industry leaders, and state-of-the-art data practitioners.
“The best marketers seek out information from a range of sources to guide their planning, and DMA’s Statistical Fact Book aims to provide the benchmarks to measure their campaigns,” said Neil O’Keefe, DMA’s SVP of Content & Marketing. “In this report, we see the data and marketing industry continue to work to gain mastery over evolving technologies and shifting media channels. However, it is clear that continued collaboration between marketers and solution providers is allowing companies to manage one-to-one relationships with their customers at scale.”
Key findings from the 2018 Statistical Fact Book include:
- In 2017, 27.5% of U.S. Internet users used ad blocking software, an increase from 24.2% in 2016.
- 59% of marketers list social media as the most effective channel for collecting marketing data.
- LinkedIn & Instagram are reported as the best lead generation platforms, far outpacing Twitter and Facebook.
- Display occupies the greatest allocation of digital spend in the US at $38.3B.
- 25% of marketers do not use an attribution model.
The Statistical Fact Book builds on recent DMA research measuring the evolution of the data and marketing industry. In the most recent edition of the DMA Business Report, U.S. marketers reported the highest levels of sales revenue growth since 2011, and found that over 70% of marketers say investments are driven by customer expectations of more personalized and relevant brand interactions. DMA also recently released, alongside IAB and Winterberry Group, “The Data-Centric Organization 2018,” a survey showing only 9.8% of respondents described their organizations as “extremely” data-centric today, while 90% either have or are developing an enterprise strategy centered on customer data.
DMA’s Statistical Fact Book provides benchmarks for brand performance – and insight into potential pitfalls and marketing opportunities – across critical marketing areas, including:
- Content Marketing
- Emerging Technology
- Direct Mail & Catalog