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Data-related functions used in marketing worldwide 2016

Leading data-related functions used by marketing professionals worldwide as of November 2016

The data displays information on data-related functions practiced by marketing organizations worldwide as of November 2016. During the survey, 72% of companies stated that they practiced audience segmentation.

Audience segmentation	72
Customer journey mapping / analysis	67
Personalization	54
Marketing automation	49
Predictive modelling	21
Lookalike modelling	17
None of the above	8

Data-related functions used in marketing worldwide 2016

StatInvestor