Dive Brief:
- Ascend2 asked 234 marketing, sales and business professionals about data-driven marketing and found that 90%of companies reported data-driven marketing as a successful strategy for achieving their most important objectives.
- The remaining 10% say they have yet to overcome the most challenging obstacles preventing success.
- The report found 60% of marketers cited personalization as their top priority when implementing these campaigns. At 50% and 51% respectively, measuring ROI and targeting market segments were close behind.
Dive Insight:
Todd Lebo, CMO and partner Ascend2, told Marketing Dive, “Personalizing online interactions to optimize the customer experience is no longer an option. It’s a requirement and the number one objective of an effective data-driven marketing strategy for 60% of companies surveyed.”
Ascend2’s latest research on data-driven marketing found 60% of respondents reporting personalization was the main objective for engaging in data-driven marketing.
Data hygiene is also an issue according to the small sample of marketers with 15% reporting doing data cleansing in real-time and only 11% saying it’s done annually. Lebo said, “Whether accomplished in-house or by an outside resource, the frequency of data cleansing is in direct relation to the quality of the data. Only about one-third (32%) of companies cleanse marketing data more frequently than monthly in an effort to optimize quality.”