2018营销者洞察：数据、围墙花园与协作（英文版）.pdf

MARKETERS SURVEY RESULTS 2018An Insider’s Look at Data, Walled Gardens, and CollaborationSizmek Research© 2018 Sizmek Inc. All rights reserved.2ContentsExecutive Summary 3Marketers and Data: What the Survey Reveals 4 }The importance of data self-sufficiency 5 }Tools to unlock data 7 }How partnerships factor into data use 8 }Insight as a strategy 9 }A need for collaborative analysis 12Data and Walled Gardens: United States vs. Europe 13Conclusion 14Appendix: Survey Demographics 15© 2018 Sizmek Inc. All rights reserved.3Key findings include: }84% of marketers are prioritizing “being data self-sufficient/work toward becoming data self-sufficient” in the next 12 months. }88% of marketers agree “we want to own the data created from our campaigns.” }66% of marketers agree “walled gardens” are a major barrier to building out and improving first-party data. }88% of marketers agree that “insights from campaign analysis are vital in helping us understand our audience.” }88% of marketers are prioritizing “using digital campaign analysis to inform other (traditional) media channels” in the next 12 months. }83% of marketers are prioritizing “working with partners that deliver superior campaign analysis” in the next 12 months.Executive SummaryFor many if not most organizations, data fuels business. It is what powers progress and decision-making, and—much like the world’s literal energy resources—it’s a valuable strategic commodity. For ad tech vendors in particular, data can be the entire business proposition. But some of the most well-known players restrict access to data within what is known as “walled gardens,” a closed system with little room for free data movement. With limited-to-no access to data generated from campaigns, marketers (and agencies) are prevented from conducting the analytics, verification, and attribution (and much more) that make campaigns run effectively and generate findings to ensure future campaign effectiveness.An organization’s first-party data is one of its most valuable assets. Having a full view of your customers is vital to building loyalty and generating value from them—and key to acquiring new audiences with similar behavior and characteristics. So perhaps the greatest drawback in not gaining full access to campaign data is the lack of ability for marketers to build out a robust and complete picture of who, where, when, and how their customers interact with their brand, preferably all housed in a data management platform with an open approach to integration and transparent reporting.Not only is it important that marketers are given the power and control of their own data, a real game-changer is when partners providing this data are able to provide a superior level of analysis and insights to help marketers see their campaigns—and customers—in a whole new way. Achieving this gives marketers the edge in a world where regulation and competition are forcing brands to get creative with their data like never before. In this research, we take a deep dive into the data challenges digital advertisers face and what they want from their data resources and marketing partners going forward.© 2018 Sizmek Inc. All rights reserved.4Marketers and Data: What the Survey RevealsSizmek surveyed 522 brand marketers about their current marketing activities, priorities, challenges, and views across the spectrum of digital display marketing. The professionals surveyed ranged from vice president to managerial level across the United States and Europe. The group has a combined annual digital advertising spend of more than $500 million. Sizmek partnered with third-party market research organization Qualtrics to achieve anonymous and impartial results. (For a full breakdown of the survey sample, please see the Appendix.)The survey revealed that marketers face significant barriers to getting the value they need from data assets and that technology and partnerships are seen as vital to progress.© 2018 Sizmek Inc. All rights reserved.5The importance of data self-sufficiencyData self-sufficiency is difficult to achieve, but 85% of professionals surveyed stated that either being or working toward it is a high or critical priority in the coming 12 months. No organization wants to rely too heavily on other organizations, particularly when it comes to information and insight around a brand’s most valuable asset: customers. For brands, having unique, proprietary insights into their customers and a clear understanding of customer behaviors are competitive advantages that must be protected.Maximizing data self-sufficiency gives a brand more control over analysis, and 78% of those surveyed are planning to increase their use of their first-party data in the next 12 months. Specifically, marketers want to use their first-party data not only to communicate with their existing customers, but also to reach new audiences. In fact, 85% of marketers plan to use their first-party date for media buying.Another factor driving the pursuit...