Data quality, segment selection and subject line are the elements that have the largest effect on email campaign response rates.
Personalizing the customer experience ranks as the top objective of a data-driven marketing strategy.
Improving the customer experience and the need to get new customers were the leading factors driving the need for big data projects.
Experian finds that US companies believe that 32% of their data, on average, is inaccurate, up from 25% a year ago.
84% said it was very important for their marketing data to be high-quality and complete.