Post by wekeve7933 on Dec 5, 2023 7:33:06 GMT
1.7 billion euros: this is what the French data market for marketing use would represent according to estimates from Mediapost Communication and BVA Limelight. If this sector has (logically) experienced strong growth in recent years (+26% in 5 years) due to the major challenge that data now represents for marketers, it is also the subject of a profound restructuring...
Mediapost Communication, a subsidiary of the La Poste Email List group, and BVA Limelight, a BtoB research and consulting company, estimated the French data market for marketing use at 1.7 billion euros in 2016, growing by 6. 3% compared to 2015 and +26% in 5 years. This evaluation project - initiated almost 4 years ago - gave rise to a first wave of publications concerning the year 2013 and was the subject of new methodological work making it possible to refine the contours of the measurement . A structuring data market Driven by both the digitalization of customer journeys and developments in the processing and targeting capabilities of prospects and customers, the relationship marketing, media and advertising technology (adtech) markets are converging around the different forms of customer data to create a new ecosystem which, to date, had never been the subject of valorization.
Until now, no centralized study made it possible to quantify this new data ecosystem and map its stakeholders. In order to understand and develop knowledge of this data market, this market assessment is based on the following scope: Data for BtoB and BtoC marketing/communication use, such as individual data likely to be used to carry out communication campaigns. Companies with a turnover in France greater than 1 million euros. 4 market segments identified and 293 data players mapped In addition to the constant appearance of new players who provide digital solutions, the market is also experiencing internal movements with the repositioning of certain players who are trying to provide new value propositions, either to exit a moribund segment or because that they develop solutions that broaden their scope of intervention.
Mediapost Communication, a subsidiary of the La Poste Email List group, and BVA Limelight, a BtoB research and consulting company, estimated the French data market for marketing use at 1.7 billion euros in 2016, growing by 6. 3% compared to 2015 and +26% in 5 years. This evaluation project - initiated almost 4 years ago - gave rise to a first wave of publications concerning the year 2013 and was the subject of new methodological work making it possible to refine the contours of the measurement . A structuring data market Driven by both the digitalization of customer journeys and developments in the processing and targeting capabilities of prospects and customers, the relationship marketing, media and advertising technology (adtech) markets are converging around the different forms of customer data to create a new ecosystem which, to date, had never been the subject of valorization.
Until now, no centralized study made it possible to quantify this new data ecosystem and map its stakeholders. In order to understand and develop knowledge of this data market, this market assessment is based on the following scope: Data for BtoB and BtoC marketing/communication use, such as individual data likely to be used to carry out communication campaigns. Companies with a turnover in France greater than 1 million euros. 4 market segments identified and 293 data players mapped In addition to the constant appearance of new players who provide digital solutions, the market is also experiencing internal movements with the repositioning of certain players who are trying to provide new value propositions, either to exit a moribund segment or because that they develop solutions that broaden their scope of intervention.