2018营销者洞察_数据_围墙花园与协作（英文版）_18页_5mb

2018 Marketers Survey Results Summary

Core Content

This document presents the findings of a 2018 survey conducted by Sizmek, which gathered insights from 522 brand marketers across the United States and Europe. The survey focuses on the challenges marketers face in accessing and utilizing data, the importance of data self-sufficiency, and the role of partnerships in overcoming these challenges.

Main Findings

• Data Self-Sufficiency:

  • 84% of marketers are prioritizing becoming data self-sufficient in the next 12 months.
  • 88% of marketers agree they want to own the data generated from their campaigns.
  • 78% of marketers are planning to increase their use of first-party data in the next 12 months.
  • 85% of marketers plan to use their first-party data for media buying.

• Walled Gardens as a Barrier:

  • 66% of marketers agree that "walled gardens" are a major barrier to building and improving first-party data.
  • 68% of marketers believe that walled gardens do not provide enough data to effectively analyze and measure campaigns.
  • 65% of marketers agree that walled gardens do not offer enough insight for performance comparisons across channels.

• Insight as a Strategy:

  • 88% of marketers agree that insights from campaign analysis are vital in understanding their audience.
  • 88% of marketers are prioritizing using digital campaign analysis to inform traditional media strategies.
  • 84% of marketers find custom campaign insights valuable.
  • 78% of marketers agree that data becomes valuable only when effectively analyzed.

• Partnerships and Collaboration:

  • 88% of marketers want partners that provide superior campaign analysis.
  • 83% of marketers agree that they value a consultative approach from partners to help them understand and gain insights from data.
  • 83% of marketers want their agencies to advise them on data privacy regulations such as GDPR.

Key Challenges and Solutions

Challenge: Walled Gardens Restrict Data Access

• Marketers feel that walled gardens limit their ability to access and analyze campaign data, hindering their ability to make informed decisions and improve future campaigns.

Solution: First-Party Data and Open Platforms

• Marketers prioritize using first-party data to build a comprehensive understanding of their audience.
• They seek partners that allow them to own and control their campaign data and provide open, transparent access to it.
• Integrated data management platforms (DMPs) and demand-side platforms (DSPs) are seen as essential tools for unlocking the value of data.

US vs. Europe

European marketers are more concerned about the limitations of walled gardens in terms of data and insight compared to their American counterparts.

Conclusion

Marketers are increasingly focused on data self-sufficiency and the ability to own and analyze their first-party data. Walled gardens are seen as a significant obstacle to this goal. To overcome these challenges, marketers are looking for partners that offer open access, superior analysis, and regulatory guidance. Sizmek's open and transparent platform is positioned as a solution to these issues, providing a unified approach to data, media, and creative with AI-powered tools that enhance campaign performance and offer deeper insights.

About Sizmek

Sizmek is the largest independent buy-side advertising platform, offering integrated solutions for data, creative, and media. It operates in over 70 countries and connects more than 20,000 advertisers and 3,600 agencies to global audiences. Sizmek's platform enables brands to gain better understanding of their media plans, improve customer relationships, and drive more value through its AI-driven decisioning engine.

Appendix: Survey Demographics

• Geographic Distribution:

  • France, Germany, United Kingdom, United States.

• Position in Organization:

  • Vice President (VP), C-level, Head of a department, Director, Manager.

• Industry:

  • FMCG / CPG, Automotive, Retail, Travel, Tourism, Hospitality, Telecoms and Consumer Tech, Financial Services, Banking, and Insurance.

• Annual Digital Media Spend (USD):

  • Less than $100,000, $100,000 to less than $500,000, $500,000 to less than $1 million, $1 million to less than $5 million, $5 million or more.

• Number of Employees (Worldwide):

  • 2-99 (Small), 100-999 (Medium), 1,000-4,999 (Large), 5,000-19,999 (Very large), 20,000 or more (Global).

• Annual Revenue (USD):

  • Less than $1 million, $1 million to less than $100 million, $100 million to less than $1 billion, $1 billion to less than $5 billion, $5 billion or more.