- Ascend2 released its latest research report on marketing data management, which found that for 59% of respondents, campaign targeting led as the most effective use of data. That was followed by content personalization at 48%.
- When comparing marketing data goals versus barriers, ROI measurability topped the goal list cited by 68% of respondents and was in the lower half of barriers at 35%. The next goal was data quality cited by 63% of surveyed marketers, but it was cited by 44% as a barrier to success.
- Meanwhile, 54% of respondents said more accurate decisions topped their list of benefits that come from data-based decisions, followed by more cost-efficient decisions at 27% and more competitive decisions at 14%.
And you can access the report at the ascend2.com website.