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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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.
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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.
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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.
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About the research: The report was based on data from a survey of 234 marketing, sales, and business professionals from around the world.
COMMENTARY: If you are interested in learning more about big data, data mining, predictive analytics and data driven marketing, please click HERE.
Courtesy of an article dated November 23, 2015 appearing in MarketingProfs
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