In this day and age, with the rapid advancement of technological capabilities, consumers today have come to expect an easy and relevant user experience. It's the new normal that marketers have knowledge of their preferences, making it easy for them to anticipate the user's needs. In a survey conducted by Teradata of 1,500 internal marketing and communications executives, results show that the majority of marketers are responding to this new expectation and have made important strides regarding improving data efforts over the past year. Another global review data-driven marketing conducted by GlobalDMA and Winterberry Group found similar results in their survey of 3,000 marketing professionals. Data collected from this survey show that nearly all the professionals understand the importance of data in advertising and customer experience efforts, with more than 77% stating confidence in the practice and its prospects for future growth. Important points of the study also noted that spending on data-driven marketing increased for 63% of respondents in 2013, with 74% saying that growth will continue. Further information from the study is depicted in the infographic below.