MARKETING DATA MANAGEMENT
Prospect and customer data drives just about everything in marketing today, including ROI.
But how are organizations managing marketing data to achieve success?
To find out, Ascend2 and our Research Partners fielded the Marketing Data Management Survey and completed interviews with 183 marketing influencers from April 1 to April 7, 2016. We thank them for sharing their valuable insights with us, and you.
The charts in this edition of the study titled the Marketing Data Management Survey Summary Report represent the average of all 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 write about them in your blog or post them on social media. Please share this research credited as published.
TABLE OF CONTENTS
- Most Important Goals
- Benefits of Data-Based Decisions
- Strategic Success
- Most Significant Success
- Barriers Goals Versus Barriers
- Most Effective Uses of Data
- How Effectiveness is Changing
- Resources Used to Manage Data
- Where Data Responsibility Resides
MOST IMPORTANT GOALS
Measuring ROI to attribute sales resulting from the marketing data management investment is a top priority. Improving the quality and accessibility of marketing data are also top goals.
BENEFITS OF DATA-BASED DECISIONS
Companies fail or thrive based in large part on the quality of their business decisions. Making more accurate decisions is the most valuable benefit of using marketing data for 54% of companies.
14% of companies rate their marketing data management strategy as best-in-class. A total of 60% consider their strategy successful to some extent in comparison to the competition.
MOST SIGNIFICANT SUCCESS BARRIERS
Poor access to marketing data will limit its use. And if the marketing data is of poor quality, it will have limited usefulness. Combined, these are the most significant barriers to success.
GOALS VERSUS BARRIERS
Balancing important goals to achieve with success barriers to overcome is essential to creating an effective marketing data management strategy for your company.
MOST EFFECTIVE USES OF DATA
Tactically, the most effective use of marketing data is for campaign targeting. Getting the right message to the right person at the right time requires quality, segmented data.
HOW EFFECTIVENESS IS CHANGING
Nearly all companies (97%) agree that the effective use of marketing data is increasing to some extent. 44% say it is increasing significantly, while only 3% say it is decreasing.
RESOURCES USED TO MANAGE DATA
64% of companies outsource all or part of their marketing data management. In many cases, companies do not have all of the skills required or the rapidly evolving technology in-house.
WHERE DATA RESPONSIBILITY RESIDES
For a majority (57%) of companies, marketing data management is the responsibility of the marketing department, while 36% of companies rely on an partnership between multiple departments.
Ascend2 benchmarks the performance of popular digital marketing practices using a standardized questionnaire and proprietary 3-Minute Survey format.
This survey was conducted online from a panel of more than 50,000 professionals representing the following company sizes, roles and channels:
Number of Employees
- More than 500: 32%
- 50 to 500: 26%
- Fewer than 50: 42%
Role in the Company
- Owner / Partner / CXO: 35%
- VP / Director / Manager: 49%
- Non-Management: 16%
Primary Marketing Channel
- B2B: 65%
- B2C: 17%
- B2B and B2C Equally: 18%