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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.

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ABOUT THE AUTHOR

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


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