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.
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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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