Chapter 3:
Data-driven personalisation: Maximising value
in procurement marketing
Summary
In their pursuit for insightful data, procurement marketers are finding the most success through leveraging social listening and online monitoring tools (37%). Other effective strategies include conducting surveys and focus groups (28%), and purchasing third-party data from CRM and internal systems (24%).
As teams strive to translate data analytics into actionable insights for personalised campaigns, the majority of organisations are moderately successful (58%), with a further 26% finding themselves somewhat successful. Interestingly, only 15% report being very successful, suggesting a widespread capability in using data for personalisation.
Our research also found organisations primarily use data analytics to a moderate extent (65%) when it comes to identifying and mitigating risks in agency relationships within procurement marketing. Only 18% do so to a significant extent, and 17% to a limited extent.
Looking at new technologies for unlocking the power of data for personalisation, machine learning algorithms for predictive analytics are seen as most effective (28%), closely followed by real-time personalisation engines (25%) and Customer Data Platforms (CDPs) at 23%. AI-powered analytics platforms (16%) and blockchain for data security (8%) are also recognised, but to a lesser degree.
Question 1: Which of the following strategies has your organisation found most effective in acquiring insightful data for procurement marketing?
Utilising social listening and online monitoring tools
Conducting surveys and focus groups
Purchasing third-party from CRM and internal systems
Leveraging first-party data from CRM and internal systems
Partnering with data analytics specialists
Other, please specify
"Years of industry research have highlighted the critical role of reported data and analytics in driving smarter decision-making across marketing spend, supply base, and ecosystem management. These insights are essential for improving overall marketing efficiency. However, measuring and valuing Tier 1 work, where ideas and creativity are central remains a challenge, especially when compared to more executional, cost-driven Tier 3 activities. I believe that marketing procurement can play a more active role in Tier 1 without undermining its strategic value. By leveraging AI and effectiveness-based metrics, procurement can move beyond purely cost-focused measures to support value creation at the highest levels of marketing."
Flora Pleguezuelos, Content Director, ProcureCon Marketing
Question 2: How successfully does your organisation translate data analytics into actionable insights for personalised procurement marketing campaigns?
Moderately successful
Somewhat successful
Very successful
Extremely successful
Question 3: To what extent does your organisation use data analytics to identify and mitigate risks in agency relationships within procurement marketing?
Moderately
To a significant extent
To a limited extent
Question 4: Which of the following new technologies has your organisation found most effective in unlocking the power of data for procurement marketing personalisation?
Machine learning algorithms for predictive analysis
Real-time personalisation engines
Customer Data Platforms (CDPs)
AI-powered analytics platforms
Blockchain for data security and transparency
We are not currently using new technologies to unlock data power
"Organisations prioritise anticipating customer needs first, delivering context-aware experiences next and unifying data into a single view third. Together these technologies underpin truly dynamic, insight-driven customer journeys."
Ravi Pau, Operations Director, Havas.ai
