US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, according to a study by the Winterberry Group.

In 2009, US companies invested roughly $7.8 billion in marketing data and associated services (including hosting, hygiene, analytics, and other functions). Of that, about $410 million—just 5.3%—was derived from purely online sources.

In 2012, marketers will continue to dedicate a projected $7.8 billion to marketing data and associated services, but the proportion of those budgets focused on digital sources and applications will more than double, accounting for 10.8% of the mix—roughly $840 million.

That growth in digital data will offset declines in offline data spending: By 2012, marketers are expected to reduce their investments in direct mail-related data and services, to $6.93 billion, down 6.4% from the $7.40 billion spent in 2009.

"Over the next few years, it's clear that a substantial sum—perhaps as much as $1.5 billion—will be chasing new marketing and data models onto the Internet, pushing the boundaries of what's now possible with respect to targeting and optimization," said Bruce Biegel, managing director at Winterberry Group.

"This has the potential to make online acquisition and engagement channels significantly more effective and accelerate the shift of even more advertiser spending from traditional to online channels."

Below, other findings from The Changing Mission of Marketing Data, based on projections from the Winterberry Group and a survey of 179 marketing professionals.

Shifting Focus of Data Investments

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