Data-Driven Marketing: Top Objectives and Challenges

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by Ayaz Nanji
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.