Data-driven marketing is a vital component of the European economy, annually contributing billions of Euros across the 27 member states and the UK. Businesses use data-driven marketing to talk directly to existing and potential customers to promote products or services. It allows them to target people with a personalized message, in a cost-effective way to generate sales, builds long-lasting relationships with customers, and raises brand awareness. It’s a data-driven industry that relies on data to deliver targeted, relevant, timely messages and enhance the customer’s experience. The industry has a large presence offline and online, in the form of advertising mail, mobile, email, social media, online, and telemarketing. FEDMA’s members use data for effective marketing and improved customer experience through all communications channels. FEDMA’s members cover the full customer value chain for prospects and existing customers, from data analysis to performances.