Top Marketing Statistics for 2016

Nicholas Moore2015 was a great year for marketing – and I’m sure we can expect 2016 to be just as interesting (check out these marketing predictions from Dan Kennedy for more).

For the time being here’s a list of some of our favourite marketing stats for the year ahead. Hit ‘Share this on Twitter‘ for prepopulated Tweets including a link to the source.

You can find the sources in the key at the bottom of this post. Enjoy!

 Single Customer Views

  • 89% of brands have difficulties creating a Single Customer View** Share this on Twitter 
  • 37% of marketers say the lack of a Single Customer View is inhibiting them from marketing across channels** Share this on Twitter 
  • Top challenges to creating an SCV are Poor data quality, siloed departments and an inability to link different technologies** Share this on Twitter 

Email Marketing

  • Emails were 3% more likely to be opened in Q2, 2015, than the same period in 2014*** Share this on Twitter 
  • Over 50% of emails are now opened on mobile devices*** Share this on Twitter 
  • Emails sent with personalised subject lines, including either first name, surname, or another unique identifier such as account number, were 7% more likely to be opened than emails sent with blanket subject lines *** Share this on Twitter 
  • Average click-to-open rate decreased by 3% across all industries year-on-year*** Share this on Twitter 

 Data quality

  • 61% of consumers are put off by communications that use incorrect personal details‡ Share this on Twitter 
  • 49% of consumers think less of a brand when incorrect data is used –not just the loss of a potential sale but damage to that customer’s view of the brand‡ Share this on Twitter 
  • Only 13.8% of brands said they are very confident the data they collect is accurate‡ Share this on Twitter 
  • 32% of UK brands state inaccurate data is a major challenge to implementing personalisation‡ Share this on Twitter 


  • Emails sent with personalised subject lines, including either first name, surname, or another unique identifier such as account number, were 7% more likely to be opened than emails sent with blanket subject lines*** Share this on Twitter 
  • 61% of UK marketers are personalising basic data like first names (compared to 50% globally and 55% in North America)† Share this on Twitter 
  • 42% of UK Marketers  are personalising based on behavioural data, like past or abandoned purchase (compared to 39% globally)† Share this on Twitter 
  • Only 9% of UK marketers are personalising based on more sophisticated attitudinal data, like whether they are price sensitive versus impulse buyers (compared to 17% globally)† Share this on Twitter 
  • 12% of UK marketers do not personalise (compared to 14% globally)† Share this on Twitter 
  • UK marketers say top three barriers to personalisation are lack of internal resources, lack of technology and inaccurate data† Share this on Twitter 
  • 86% of UK brands are currently personalising their communications to some extent‡ Share this on Twitter 
  • 7% of marketers said personalisation was ‘very important’ to their business‡ Share this on Twitter 
  • Not a single marketer said it was ‘not important’ ‡ Share this on Twitter 
  • 5% of UK marketers said they intend to personalise based on past purchase and abandoned basket information‡ Share this on Twitter 
  • 7% of UK marketers planning on using attitudinal data like whether customers are price sensitive or impulsive in the near future‡ Share this on Twitter 
  • The top three most justifiable uses of personal information according to consumers:‡ Share this on Twitter 
    1. Providing you with discounts on things you have bought in the past (54%)
    2. Discounts on your birthday (53%)
    3. Informing you of deals or information relevant to your closest store (56%)
  • 27% of respondents happy for their data to be used to provide information on products similar to past purchases‡ Share this on Twitter 
  • 21% said they’d be happy for their data to be used for prompts for items that may need to be purchased on a regular basis‡ Share this on Twitter 
  • 31% agree with receiving personalised messages wishing them a happy birthday‡ Share this on Twitter 
  • 53% agree with receiving personalised messages offering them a birthday discount‡ Share this on Twitter 

Data enrichment

Company Structure

  • 42% of UK marketing teams are currently integrated rather than broken out by channel (35% globally)† Share this on Twitter 


  • 18% of marketers do not track attribution of their marketing campaigns and channels† Share this on Twitter 
  • 49% of UK marketers use single touch or closed loop campaign measurement to attribute their campaigns† Share this on Twitter 
  • Only 10% of UK marketers use more sophisticated techniques like multi touch allocation and only 8% use fractional † Share this on Twitter 
  • Only 7% of UK marketers said they do not have challenges attributing revenue to the correct channels† Share this on Twitter 
  • 42% of UK marketers cite their biggest barrier to accurate revenue attribution is integrating data from multiple systems and databases† Share this on Twitter 

Customer journey and experience

Big Data

  • Over half of companies (55%) have a Big Data strategy in place to analyse large sets of data* Share this on Twitter 
  • A third of companies (33%) plan to introduce a Big Data Strategy within the next 12 months* Share this on Twitter 
  • One in eight companies (that’s 12%) have no plans to introduce a Big Data Strategy* Share this on Twitter 
  •  64% of companies that plan to introduce a big data strategy in the next 12 months have assigned part of their IT budget towards it, with on average, 25% allocated towards it* Share this on Twitter 


*Experian Data Quality – Global Data Management Research 2016 (report launch: March 2016)

**2015 Experian Single Customer View White Paper

***Experian Q2 Email Benchmark report

† The Experian 2015 Digital Marketer Report

‡ 2015 Experian Personalisation Report

For access to all our reports and research plus case studies, infographics and webinar recordings please visit our knowledge portal.

Experian Marketing Services is a leading global provider of consumer insights, targeting, data quality and cross-channel marketing. We help organisations intelligently interact with today’s empowered and hyper-connected consumers.

 By helping marketers identify their best customers, find more of them, and then coordinate seamless and intelligent interactions across the most appropriate channels, Experian Marketing Services’ clients can deepen customer loyalty, strengthen brand advocacy and maximise profits.