Source: Ascend2 and its Research Partners [download page]
Notes: Personalizing the customer experience ranks as the top objective of a data-driven marketing strategy, per results from an Ascend2 survey of 234 marketing, sales and business professionals from around the world, the majority of whom sell B2B. Interestingly, improving data quality emerges as the most challenging obstacle to data-driven marketing success, even as almost 3 in 4 respondents say that the quality of data they use is very (16%) or somewhat (57%) good.
Separately, the survey results indicate that only about one-third (32%) of respondents cleanse their data on at least a weekly basis in order to optimize data quality. As for the source of their data, the vast majority (85%) use data collected and owned by their company, though roughly half use data collected by trusted marketing partners and 4 in 10 use data purchased from third party list vendors.
In addition to an email address, respondents tabbed first/last name (56%) and role/title (53%) as the most useful contact data fields collected in online forms. By contrast, few see location/address (19%) and company size (19%) as being useful.
About the Data: Almost 7 in 10 (69%) of the Ascend2 survey respondents primarily sell B2B, with 16% selling primarily B2C and 15% selling B2B and B2C equally. Almost half are from companies with at least 50 employees.