Businesses are increasingly incorporating data into their marketing efforts in order to create more personalized customer experiences and better measure ROI, according to a recent report from Ascend2.
The report was based on data from a survey of 234 marketing, sales, and business professionals from around the world.
Some 60% respondents say creating more personalized customer experiences is an important objective of using data as part of their marketing efforts; 51% say measuring data-driven ROI is a top goal.
Below, additional key findings from the report.
Top Obstacles
More than half (59%) of respondents say poor data quality is a top obstacle to their data-driven marketing efforts; 51% say integration across platforms is a major challenge.
Data Quality
Just 16% of respondents say the quality of the data they use for marketing purposes is very good; 57% say it is somewhat good, 23% say somewhat poor, and 4% say very poor.
Data Sources
Some 85% of companies surveyed say they use data they collect themselves; 49% use data from marketing partners, and 40% purchase data from third-party sources.
About the research: The report was based on data from a survey of 234 marketing, sales, and business professionals from around the world.
