In an era consumed with technology, analytics, and “big data,” it’s no wonder that today’s marketing (especially digital) is driven by data. Marketers have skillfully and cleverly figured out how to use data to their advantage, allowing for more focused and efficient marketing plans that deliver results. Long gone are the days when marketers and advertisers would mass market products and services without much segmentation or concentration on a target audience (this type of strategy still occurs, but not as frequently or successfully). These days, consumers are too savvy and have too much power over brands for marketing and advertising not to be highly concentrated. Because of this, data has become (or should already be) a key component of any companies’ marketing plan.

Econsultancy just proved that marketing is indeed quite data-driven with a measurement and analytics report they produced in association with Lynchpin. The report is based on a survey of 1,000 digital marketers and analysts, and an infographic below highlights some of the report’s more interesting findings.