In a few words, data marketing refers to marketing based on the use of data, and represents an important part of marketing actions, particularly due to the phenomenon of digitalization of marketing, which leads to the collection of more and more data.
Market evolution
According to the study conducted by ISOSKELE and BVA, the Data Marketing market would grow by 4.4% in 2018 to reach 2 billion euros, despite the strong constraint of the implementation of the RGPD. It is growing three times faster than the rest of the French economy.
Source: Isoskele / BVA
The market is divided into 5 major segments, all of which are growing:
- Broadcasting & Targeting: CRM
- Sale by collection, Sale and rental of data: Data marketing, onboarding, broking, enrichment & collection, retargeting, proprietary database, lead generation, affiliation
- Structuring storage, Hosting : Hosting Solutions, Hosting Services Data Quality Solutions, Data Quality Services, Data Management, Compliance
- Online Advertising: Data Media, Online Advertising, Trading Desk, adexchange SSP DSP, Native Advertising, Search Engines, Social Networks
- Analysis & Intelligence: Datamining, Consulting, AI, Data Visualition, Studies & Surveys
This study also highlights an increase in the number of forces involved: 301 players counted in 2018 compared to 293 the previous year. However, the phenomenon seems to be reversing with a concentration of players buying each other out.
Focus on the 5 main segments
Distribution of the 5 segments according to the data life cycle
Source : Isoskele / BVA
| NUMBER OF ACTORS | VALUE (M€) | PDM (%) | GROWTH | |
| STORAGE STRUCTURING HOSTING | 88 | 361 | 18% | +5,80% |
| DIFFUSION & CIBLAGE | 60 | 148 | 7% | +4,20% |
| ANALYSIS AND INTELLIGENCE | 164 | 765 | 37% | +5,40% |
| SALE BY COLLECTION, SALE AND RENTAL OF DATA | 82 | 320 | 16% | +3,80% |
| ONLINE ADVERTISING | 93 | 455 | 22% | +2,20% |
In the storage and hosting sector, 88 players have been identified, with a turnover of 361 million euros. "This segment is growing steadily due to the explosion of marketing data volumes and the strong growth of data quality: +9%.
60 players have been identified for distribution and targeting, with a turnover of €148 million for a segment that is undergoing major restructuring, with a concentration of the players present and a technological breakthrough to offer new tools, for which mastery of the customer journey is the main challenge.
With 164 players and a turnover that has increased by 5.4% in one year to reach €765 million, analysis and intelligence represents the largest sub-market in data marketing.
Regarding sales and rentals, 82 players identified and €320 million in turnover. A market that has picked up since 2017 after a strong restructuring and is growing in value thanks to the creation of increasingly complex offers. In the context of the RGPD, the players who are doing well are those who have been able to integrate the management of hot data.
Finally, On Line advertising has 93 players and a turnover of 455 M€. This segment is experiencing less growth compared to other continents. The data associated with online media is still looking for its own value, within a very concentrated market. The available audiences are now limited by legislative constraints.
Things to remember
This study identified several trends. Individualization is at the center of the market. Where the mass of information is our source, we need to interpret it in order to treat our targets individually and guarantee the customer experience.
The job of Marketing Manager is evolving as well as its market, especially in advertising, which relies more and more on Data. It is through data that marketing reinvents itself and creates real added value.
The new regulatory challenges represent an opportunity to reinvent customer relations. It stimulates innovation and the emergence of new alliances based on knowledge.
