Marketers say collecting good-quality data is the biggest challenge they face when trying to execute a data-driven strategy, according to recent research from Ascend2.

The report was based on data from a survey conducted in September 2021 among 485 marketers.

Half of respondents say data quality is one of the biggest challenges they face when executing a data-driven marketing strategy.

Other top challenges include identifying/using appropriate solutions (33% cite it as a challenge) and interpreting and applying data (31%).

Data-driven marketing strategy challenges

Marketers say the top factors that have had an impact on their data-driven marketing in the past year have been changing consumer behaviors (48%) and technology innovations (36%).

Biggest impact on data-driven marketing in past year

Most respondents (54%) say they are somewhat satisfied with their marketing team's ability to make effective decisions based on customer data.

Satisfaction with Marketing's ability to make decisions based on customer data

About the research: The report was based on data from a survey conducted in September 2021 among 485 marketers.

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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