Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers, according to a study from Econsultancy and Adobe that surveyed almost 3,700 marketing, digital and e-commerce professionals around the world. Retaining and upselling existing customers is also a key goal for respondents, who are slightly less concerned with increasing the ROI of their marketing and sales budgets.
While ROI may not be at heart of a data-driven marketing program, improving measurability appears to be the key priority for a data management strategy, per results from a separate survey, this time conducted by Ascend2 and its Research Partners. That research concludes that improving ROI measurability is the most important goal of a marketing data management strategy, followed by improving data quality and increasing data use and accessibility. Read the rest at MarketingCharts.com.