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Ascend2-Most-Effective-Data-Sources-Nov2014Source: Ascend2 and Research Partners [download page]

    Notes: The most important objective for data-driven marketing in the year ahead is to increase revenue attribute to marketing (44%), according to a survey of 272 marketing, sales and business professionals from around the world, the vast majority (72%) of whom are B2B-focused. Analytics (60%) emerges as the most effective source of marketing data used by respondents, ahead of website (45%) and email (44%) data. Separately, lack of data quality and completeness easily ranks as the most challenging obstacle to data-driven marketing success, supporting results from other research on this topic.

      Related: Spending Trends in Data-Driven Marketing and Advertising

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