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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.DATA-DRIVEN MARKETING 2023Research Created for MarketersTREND REPORT3.Methodology and Participants4.Introduction5.Rating Strategic Success6.Data-Driven Use Cases TREND7.Great

2、est Challenges8.Using Data Across Multiple Channels9.Tactics to Improve Data Use10.Using Real-Time Data11.Factors Impacting Data Use12.Most Valuable Data Sources13.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into your own

3、content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please feel free

4、 to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To good use!

5、3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Marketing

6、 ChannelB2B(Business-to-Business)25%B2C(Business-to-Consumer)52%B2B and B2C Equally23%Number of EmployeesMore than 50018%50 to 50024%Fewer than 5058%Primary role in companyOwner/Partner/C-Level53%Vice President/Director/Manager28%Non-Management Professional19%SURVEY RESPONDENTSMETHODOLOGYN=380 Marke

7、ting Decision-Makers4Using accurate and relevant data to drive strategic marketing decisions can be a complex process,but one with significant pay-off.So how are marketers executing their data-driven strategies to achieve the greatest return?To help answer this question,Ascend2 and our Research Part

8、ners fielded the Data-Driven Marketing 2023 survey.We thank the 380 marketers who responded to this survey during the week of June 12,2023.Additional reports referenced:Using Data-Driven Marketing to Predict Future PerformanceThis Survey Summary Report,titled Data-Driven Marketing 2023,represents th

9、e opinions of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Clip the charts and wri

10、te about them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!DATA-DRIVEN MARKETING 2023 JOIN OUR COMMUNITY OF MARKETERS5Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023RATING STRATEGIC SUCCE

11、SSOver one-quarter(26%)of marketing professionals feel that their data-driven marketing strategy is very successful,or best-in-class,in achieving objectives set for it.Over two-thirds(67%)of those surveyed,however,feel that they have strategies achieving just some objectives successfully,indicating

12、a need for improvement when it comes to data-driven marketing.VERY SUCCESSFUL(BEST-IN-CLASS)26%SOMEWHAT SUCCESSFUL67%UNSUCCESSFUL7%HOW WOULD YOU RATE THE OVERALL SUCCESS OF YOUR DATA-DRIVEN MARKETING STRATEGY IN ACHIEVING OBJECTIVES?6Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partn

13、ers Published July 2023DATA-DRIVEN USE CASESPaid advertising has grown in usefulness for 37%of marketers reporting it a top area to direct data-driven marketing efforts,up from 29%last year.Email marketing has moved up in importance as well,with 47%of marketers reporting it a most useful area for da

14、ta-driven marketing,making it the most commonly reported challenge this year,even above customer experience which was the number one in 2022.TREND10%25%36%29%41%48%42%9%26%35%37%40%46%47%OMNICHANNEL MARKETINGFORECASTING RESULTS/PERFORMANCEPRODUCT/SERVICES DEVELOPMENTPAID ADVERTISINGPERSONALIZATIONCU

15、STOMER EXPERIENCE/JOURNEY MAPPINGEMAIL MARKETINGIN WHICH AREAS IS DATA-DRIVEN MARKETING CURRENTLY MOST USEFUL?202320227Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023GREATEST CHALLENGESNearly half(49%)of marketers surveyed report that targeting segmented aud

16、iences is a top challenge as they execute data-driven marketing efforts.This is by far the most commonly reported barrier to success in data-driven efforts.Over one-third(34%)of those surveyed list real-time decision-making and finding and maintaining quality data as top challenges to success.13%23%

17、27%27%31%34%34%49%CENTRALIZING DATA/REMOVING SILOSMANAGING DATA AND PRIVACY REGULATIONSIMPLEMENTING AND MANAGING THE RIGHT TECHNOLOGYMEASURING ROI/ATTRIBUTIONALLOCATING ADEQUATE RESOURCESFINDING AND MAINTAINING QUALITY DATAREAL-TIME DECISION-MAKINGTARGETING SEGMENTED AUDIENCESWHAT ARE THE GREATEST C

18、HALLENGES FACED WHEN EXECUTING A DATA-DRIVEN MARKETING STRATEGY?8Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023USING DATA ACROSS MULTIPLE CHANNELSCustomers today expect an exceptional experience regardless of where they encounter a particular brand.That is

19、why 91%of marketing professionals surveyed report that it is important to be able to utilize data across multiple channels.Cross-channel data use creates a more consistent customer experience and allows marketers to make decisions based on a full picture.52%39%6%3%EXTREMELY IMPORTANTSOMEWHAT IMPORTA

20、NTSOMEWHAT UNIMPORTANTEXTREMELY UNIMPORTANTRATE THE IMPORTANCE OF BEING ABLE TO UTILIZE DATA ACROSS MULTIPLE CHANNELS.9Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023TACTICS TO IMPROVE DATA USETargeting segmented audiences is not only the top reported challe

21、nge by marketers surveyed,it is also an area that will be top-of-mind as organizations work to improve their data-driven strategies.Marketers will also be prioritizing the improvement of data quality as well as optimizing their martech stack by implementing and managing the right solutions.11%26%28%

22、32%32%35%38%42%CENTRALIZING DATA/REMOVING SILOSMANAGING DATA AND PRIVACY REGULATIONSMEASURING ATTRIBUTION/ROIALLOCATING ADEQUATE RESOURCESUSING DATA IN REAL-TIMEIMPLEMENTING/MANAGING THE RIGHT TECHNOLOGYFINDING AND MAINTAINING QUALITY DATATARGETING SEGMENTED AUDIENCESWHICH TACTICS WILL YOU PRIORITIZ

23、E TO IMPROVE YOUR DATA-DRIVEN MARKETING STRATEGY IN THE YEAR AHEAD?10Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023USING REAL-TIME DATAOnly 27%of marketers surveyed are able to utilize data in real-time to a great extent.With constant variables and an ever-

24、changing landscape of customer behaviors and needs,real-time data can help marketers make more effective and impactful decisions.27%53%15%5%TO A GREAT EXTENTSOMEWHATVERY LITTLENOT AT ALLTO WHAT EXTENT ARE YOU ABLE TO UTILIZE REAL-TIME DATA TO MAKE MARKETING DECISIONS?11Data-Driven Marketing 2023 Con

25、ducted by Ascend2 and Research Partners Published July 2023FACTORS IMPACTING DATA USEChanging consumer behaviors and expectations has had significant impact on the use of data-driven marketing in the past year for 46%of marketers surveyed.Another 38%have experienced changes in budget and resource av

26、ailability which has had an impact on data-driven efforts.The use of real-time data has also made an impact on 31%of marketers data-driven strategies.15%17%22%25%27%31%38%46%UNIFYING DATACHANGING DATA AND PRIVACY REGULATIONSUSE OF PREDICTIVE ANALYTICSCHANGING DATA QUALITYINNOVATIONS IN TECHNOLOGY AN

27、D AIUSE OF REAL-TIME DATACHANGING BUDGET/RESOURCE AVAILABILITYCHANGING CONSUMER BEHAVIORS/EXPECTATIONSWHICH OF THE FOLLOWING FACTORS HAS MOST IMPACTED YOUR USE OF DATA DRIVEN MARKETING IN THE PAST YEAR?12Data-Driven Marketing 2023 Conducted by Ascend2 and Research Partners Published July 2023MOST VA

28、LUABLE DATA SOURCESFeedback from customers or from a service team is considered to be a most valuable source of data for 57%of marketers as they inform their data-drive strategies.Customer Relationship Management(CRM)data and data collected from social media marketing are also sources that are valua

29、ble to 47%and 45%of marketing professionals,respectively.19%29%39%45%47%57%THIRD-PARTY DATA PROVIDERSDIGITAL ADVERTISING PLATFORMSWEBSITE ANALYTICS(E.G.,GOOGLE ANALYTICS)SOCIAL MEDIA DATACUSTOMER RELATIONSHIP MANAGEMENT(CRM)DATAFEEDBACK FROM CUSTOMERS/SERVICE TEAMWHICH DATA SOURCES DO YOU CONSIDER M

30、OST VALUABLE FOR INFORMING YOUR DATA-DRIVEN MARKETING STRATEGIES?13We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increase engagement.Join the industry powerhouses that use Ascend2 to creat

31、e compelling research content that speaks to their audience.CUSTOMIZED B2B RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US14Dont just take it from us.Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascend2 for any resear

32、ch projects in the B2B marketing space.Coming from a heavy academic-research background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsify had very specific goals in mind to support multiple use cases with original research.Todd and Jenna of Ascend2 had the r

33、equisite knowledge,skills,and resources to achieve our weighty objectives.Further,the program was affordable(even for an early-stage startup),and the results to date are already surpassing our ROI goals.”-David Crane,VP Marketing,Intentsify“Ascend2 was a pleasure to work with and helped us to design

34、 a thoughtful survey that uncovered truly actionable and noteworthy findings.They work smart and fast and even helped to promote and place the research results at launch.Ascend2 is at the top of our list for future projects.-Nick Olsson,CEO,Olsson Communications“On a hunch that original,empirical re

35、search could boost engagement with my audience,I contracted Ascend2 and Todd Lebo to provide a study on the most effective tactics being employed by B2B marketers.The research was delivered on time in an easily workable format,and any minor corrections were handled with rapid turnaround and excellen

36、t customer service.In the end,the research deliverable ended up influencing hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of the research.I am extremely impressed with Ascend2 and will use them again any time I require original research on industr

37、y influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US