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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji