Marketing leaders say the greatest challenge they face in executing a data-driven marketing strategy is targeting segmented audiences, according to recent research from Ascend2.
The report was based on data from a survey of 319 marketing decision-makers (51% work for B2C firms, 24% for B2B firms, and 25% for hybrid firms).
Some 45% of respondents cite targeting segmented audiences as among the greatest challenges they face when executing a data-driven marketing strategy. Other top challenges cited are real-time decision-making (38%) and finding and maintaining good-quality data (32%).
Marketing leaders say data-driven strategies are most useful for email marketing, customer experience/journey mapping, and paid advertising.
Some 46% of marketing leaders say they are already using AI moderately or extensively in their data-driven marketing efforts.
The most common ways that AI is helping marketers improve their data-driven programs are personalizing content, improving customer service with chatbots, and enhancing the accuracy of forecasts.
About the research: The report was based on data from a survey of 319 marketing decision-makers (51% work for B2C firms, 24% for B2B firms, and 25% for hybrid firms).
