Data Driven Marketing Trend Report 2016 Apteco Ltd 002

8/18/2019 Data Driven Marketing Trend Report 2016 Apteco Ltd 002

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Apteco Ltd

Trend Report 2016

Data driven marketing This report discusses the findings of a survey of over 300 FastStats® software

users working within marketing and technology disciplines across a variety of

industries. Read on to discover what other organisations are doing with their

data in the challenging areas of marketing automation, social media, real time

and multi-channel campaigning. Comparing the data to the previous year’s

results, this report uncovers trends in the adoption of marketing automation,

mobile marketing, growing data volumes and cloud hosting, as well as revealing

what is high on the agenda for marketers over the coming year.

Apteco Ltd

Warwick, UK

+44 (0) 1926 [email protected]

www.apteco.com

mailto:[email protected]:[email protected]


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Trend Report 2016

Key findings

Is marketing automation becoming a ‘must-have’ rather than a ‘nice to have’? With almost everysecond person already using a marketing automation tool and over a quarter of delegates planning to

implement automation software within the next year, it appears that campaign automation is still high on

the priority list for many marketers.

Perhaps the hype of big data is not a big issue, or is it a question of how data is being used bymarketers? According to this survey big data still seems to be a long way off for many and perhaps

organisations are cleaning up their data and choosing the most relevant data to go into their marketing

databases. Respondents don’t expect their data to grow as much in 2016 compared to their expectations

in the previous year, with three quarters of respondents now only predicting modest growth of up to 10%.

The forecast for cloud environments is a bit cloudy, or is the outlook brighter? Half of all respondentsview cloud environments positively, but interestingly the number of respondents that don’t plan to deploy

marketing systems in the cloud has almost doubled from the previous year. Now that organisations have

had more time to consider cloud environments perhaps they have made firm decisions about whether to

move to this approach or not.

Is mobile marketing becoming the new favourite channel? Nearly 30% of respondents already have a

mobile application and 42% aspire to in the future. As marketing continues to move towards increasedmulti-channel techniques it makes sense that mobile marketing is going to become more popular.

Is campaigning in real-time still just an aspiration for many? The demand for real-time data remainshigh so that marketers can utilise up to the minute information to trigger timely analysis and campaign

automation. 8 out of 10 respondents consider this a relevant topic and almost a third say they need it

now.

Does multi-channel marketing have email and direct mail as persistent core channels that are unlikelyto change? Email is still the most dominant marketing channel for 6 out of 10 respondents, followed by

direct mail for nearly a third. Retention and upselling to existing customers is still the overwhelming

dominant purpose of email marketing for the majority of respondents.


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About the respondents The survey was carried out at the 2015 annual FastStats® User Group Conference on 11th November at The

British Museum, London. Apteco partners and their FastStats® clients were provided with voting handsets so

that they could immediately respond to a range of quick-fire questions about their current and future

marketing plans. Survey respondents came from a range of industries including marketing data services

providers, charity, retail, publishing, finance, leisure, technology, travel and insurance.

Respondents by country

Most respondents are from

organisations in the UK,

however FastStats® users from

Germany, the Netherlands,

Slovenia and Australia alsotook part in the surve .

Respondents by job titles

roles

A range of job titles and roles

are represented across

marketing and technology

disciplines within the fields of

data analytics, data, CRM,

insight, database solutions,

campaign management and

sales.


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Marketing Automation

Do you plan to implement marketing automation software? Over 80% of all respondents already have marketing automation software implemented within their businessesor aspire to do so. 44% of respondents already have marketing automation software in place (up 12% from

2014) and half of all respondents plan, or aspire, to do so. 6% plan to implement marketing automation

immediately and 19% within the next year. Marketing automation is a highly discussed topic for marketers and

these results clearly show that it is still high on the agenda for many organisations – it appears to be becoming

a ‘must-have’ rather than a ‘nice to have’. Only a few respondents said they weren’t (4%), or were unlikely (4%)

to implement marketing automation software.

4.76% 4.37%

44.44%

6.35%

19.84%

12.70%

7.54%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

No Unlikely Yes – already

in place

Yes – now Yes – within

the next year

Yes – it’s an

aspiration

Don't know

2014 2015


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Data Volumes

How big is your marketing database? Over 71% of respondents are managing transactional data volumes in the millions to hundreds of millions. Data

volumes continue to range from one extreme to the other with almost 6% of respondents managing billions of

transactions and 12% managing smaller volumes of 100’s of thousands or less. In 2015 there is almost a 10%

drop in delegates with billions of transactional data volumes. Big data still seems to be a long way off for many

and perhaps organisations are cleaning up their data and choosing the most relevant data to go into their

marketing databases. Big data has perhaps become smart data and marketing teams are only using the most

relevant data for their communications. The challenges of integrating mobile, social and web data might also

play a part in keeping data volumes under control.

How do you expect your data to grow in the next year? Respondents don’t expect their

data to grow as much in 2016

compared to their expectations

in the previous year. In 2014

almost half of all respondentsexpected more dramatic

increases of 50% or more for

2015, however this didn’t

appear to be the case. The big

data expectation seems to

have calmed with 75% now

only predicting modest growth

of up to 10% for 2016.

5.96% 6.81%

21.70%

31.06%

18.72%

5.96%

9.79%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Less than

one

hundredthousand

transactions

Hundreds of

thousands

of transactions

Millions of

transactions

Tens of

millions of

transactions

Hundreds of

millions of

transactions

Billions of

transactions

I have no

idea!

2014 2015

3.61%

28.51%

42.97%

8.84%

2.41% 3.21%

10.44%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%35.00%

40.00%

45.00%

50.00%

No

Growth

By a few

percent

By 10% By 50% Double Many fold I have no

idea!

2014 2015


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Mobile Marketing

Does your organisation do mobile marketing? Almost 30% of respondents have a mobile application but only 12% use push notifications as a way tocommunicate with app users. 42% aspire to have a mobile app, which suggests that this is a key topic for

marketers in 2016. As marketing continues to move towards increased multi-channel techniques that reach the

right person with the right content via their preferred channels, it makes sense that mobile marketing is going

to become more popular.

12.65%15.10%

42.04%

24.49%

5.71%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Yes, we have an app

and do push

notifications

Yes, we have a

standalone app

No, but we aspire to No and we have no

plans

Don't know

2015


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Real-Time

Do you need to include live data in campaigns? The demand for real-time data for marketing communications remains high, enabling businesses to use up to

the minute information for timely analysis and campaign automation. The number of respondents already

including live data in campaigns has increased from 12% in 2014 to 16% in 2015 and 31% confirmed that they

would like this ability now. 35% think it would be useful, however 14% are happy with daily updates for their

campaigning requirements.

16.73%

31.87%

35.06%

14.34%

1.99%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Yes and we do so

already

Yes and we need it

now

Perhaps, it seems a

useful option

No, we are happy

with daily updates

Don't know

2014 2015


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Marketing Channels

Which is the dominant marketing channel you have used this year?Email is still the most dominant marketing channel in 2015 for 58% of respondents, compared to 63% during2014. This is followed by direct mail for 32% of respondents. Reliance on call centres seems particularly low,

with less than 2% of respondents selecting this as their main channel. Interestingly, only 0.74% of respondents

rated social media as their dominant marketing channel in 2015, which is a very similar level to that in 2014.

Multiple response answers were allowed for this question.

What is the dominant purpose of email used in your marketing? Retention and upselling to existing customers is still the overwhelming dominant purpose of email marketing

for the majority of respondents (68%). Use of email for acquisition is up by 5% in 2015 (to 20%) and customer

service (4.6%) and operational delivery (3%) are also important to some respondents. These findings indicate

that other channels might be more suitable for new business acquisition.

58.36%

32.34%

1.86% 0.74% 0.00% 0.37% 1.86%2.97% 1.49%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

2014 2015

20.00%

68.08%

4.62% 3.08% 2.69% 1.15% 0.38%0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Acquisition Retention /

Upsell

Customer

Service

Operational

Delivery

Other None Don't know

2014 2015


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Which channels are diminishing this year? Direct mail and call centres were identified as the most reduced channels for 60% of respondents in 2015.

Interestingly, call centres were cited as diminishing by an additional 10% of respondents in 2015 compared to

2014. Multiple response answers were allowed for this question.

3.31%

30.39% 29.56%

3.31%

7.73% 7.73%

3.04%

11.33%

3.59%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

2014 2015


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Data Sources

What data do you have in FastStats®?When asked what data is held within their FastStats® data analysis and campaign automation systems, mostrespondents cited campaign data and response data, 37% and 34% respectively. This was followed by website

visitor data (15%) and smaller numbers holding social, cookie and advertising data. Surprisingly website visitor

data hasn’t increased since 2014 as might have been expected, considering that it offers analysts the

opportunity to get a more comprehensive picture of their customers’ and prospects’ behaviour. In fact website

data, along with cookie, social and display ads data levels have all remained pretty much static in 2015,

indicating that the challenges of integrating into a single customer view still haven’t been resolved. There are

perhaps two ‘data worlds’ - personalised data that is easy to integrate and anonymous data that is hard to

integrate.

. 37.44%

34.79%

15.60%

2.50%3.43%

5.62%

0.62%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Campaign Data Response Data Web Visit Data Display Ads

Data

Cookie Data Social Data Don't know

2014 2015


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Campaign Dynamics

How many campaigns do you run per week?The most popular number of campaigns sent per week by 29% of respondents is still 5 or less. The next three

ranges (5-10, 10-20 & 20-50) are all up compared to 2014 and nearly 60% of all respondents run 10 or less

campaigns a week. 19% of respondents send 5-10 campaigns per week (up by 8%), 14% send 10-20 and 11%

send 20-50. Interestingly 8% of respondents send over 50 campaigns a week, perhaps due to the increased use

of automation which makes highly targeted messages across many different campaigns possible. 10% of

respondents run less than 1 campaign per week.

What volume of communications do you send per week? Respondents continue to send a mixed variety of communication volumes per week, ranging from below 10

thousand to over 5 million. 44% of respondents send between 100 thousand and 1 million communications

per week and 14% send about 5 million and over. Interesting the “About 5 million” volume has increased in

2015, whereas the “Over 5 million” volume has decreased. The pressure of big data pushing up communication

volumes is perhaps

being kept under

control with smarter

targeting using

automation. Cost

pressures might also

limit the volumes of

communications that

can be sent by

organisations.

10.31%

29.39%

19.47%

14.50%

11.45%

8.02%6.87%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Less than 1 Up to 5 5-10 10-20 20-50 Over 50 Don't

know

2014 2015

12.65%

9.09% 10.67%

14.23% 14.62%15.42%

7.51% 7.11%8.70%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%12.00%

14.00%

16.00%

18.00%

2014 2015


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Acquisition Marketing

Do you need more support for acquisition marketing? 63% of respondents would like more support for acquisition marketing within their data analytics and campaignautomation FastStats® systems. There is clearly a requirement for data from Ad-Serving (23%) and data

management (31%) platforms to be more readily available for use in analytics and multi-channel campaigning.

This will offer marketers new ways to identify potential prospects and target them across multiple channels,

both online and offline.

8.58%

23.18%

31.76%

9.87%

25.75%

0.86%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Yes, we already

manage cookies

& drive Ad-

Serving platforms

Yes, please

integrate with

Ad-Serving

platforms

Yes, we want to

pull data from

our data

managementplatforms

No, everything

we do is direct

Don't know Other

2015


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About AptecoApteco Ltd develops marketing data analysis and campaign automation software. Using the

latest visualisation and analytical techniques for customer segmentation, data mining,predictive modelling, profiling, multi-channel campaign management, reporting, and much

more, Apteco’s FastStats® software suite provides marketers with access to the information

in their business. With a fast, visual and truly easy to use interface, FastStats® enables

marketers to gain valuable insight and achieve better targeted, easier to measure and more

cost effective marketing. FastStats® is proven in hundreds of installations with thousands of

users worldwide.

Contact

[email protected]

Melanie Davis

Marketing Manager

Apteco Ltd

Documents

Data Driven Marketing Trend Report 2016 Apteco Ltd 002