Data-driven marketing is still a new tactic for some marketers, but research shows that those who utilize it find it extremely helpful for reaching their primary goals.
Adestra recently teamed up with Ascend2 to conduct the “2018 Data-Driven Marketing Benchmarks for Success” report to determine how marketers are integrating data-driven solutions into their overall strategies.
According to the report, the majority of respondents (93 percent) find data-driven marketing to be at least “somewhat successful,” if not “very successful,” at achieving important objectives.
The researchers of the report credit these findings with the fact that customers and clients are more willing to provide data to marketers. In addition, marketers now have more tools available to take advantage of data, and newer databases are faster at data retrieval.
In terms of goals surrounding data-driven marketing, 48 percent of marketers say that it is critical for this tactic to integrate data across multiple platforms. The same percentage claim they would like to ultimately base more decisions on data analysis.
Generating Results with Data-Driven Marketing
Although marketers are now turning to data-driven marketing tactics to achieve their top objectives, recent research indicates that they are not using real-time information to generate real-time data-driven engagements.
The “Empowering the Data-Driven Customer Strategy” report from the CMO Council found that only 7 percent of marketers claim they are always able to deliver real-time, data-driven engagements across their touchpoints with customer data.
“While the customer wants to see real-time responses and reactions to their behaviors, what we are finding is that marketers are still dealing with complex processes and offline data, which is delaying their access to the intelligence they need to create the next best action with a customer,” said Liz Miller, senior vice president of marketing for the CMO Council.