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MARKETING DATA& TECHNOLOGYSTRATEGYSurvey Summary ReportResearch Series Conducted in Partnership withLeading Marketing Technology Companies andDigital Marketing Agencies
TABLE OF CONTENTS3. Marketing Data & Technology Strategy4. Top Strategic Priorities5. Marketing Data & Technology Success6. Most Challenging Barriers to Success7. Strategic Priorities Versus Barriers8. Integrating Data Across Technologies9. Data Quality and Accuracy10. Most Effective Data Sources11. How Effectiveness is Changing12. Most Difficult Data SourcesMethodologyAscend2 benchmarks theperformance of marketingstrategies, tactics and thetechnology that drivesthem with a standardizedonline questionnaire anda proprietary 3-MinuteSurvey format.This survey was fielded toa panel of marketinginfluencers and researchsubscribers during theweek of January 28, 2018.13. Data Effectiveness Versus Difficulty14. About Ascend2 Research-Based Marketing15. Ascend2 Research Partner Programs2
MARKETING DATA & TECHNOLOGYSTRATEGYOne of the factors most critical to marketing success is the dataused to fuel your systems. The impact of data on marketingtechnology effectiveness is profound.Survey RespondentsN 233But what does an effective marketing data and technologystrategy look like?Number of EmployeesMore than 50050 to 500Fewer than 50To help you answer this question, Ascend2 and our ResearchPartners fielded the Marketing Data & Technology StrategySurvey. We thank the marketing influencers responding to thissurvey for sharing their valuable insights with us, and you.This Survey Summary Report, titled Marketing Data &Technology Strategy, represents the average of all the marketsegments responding to the survey. Specific market segmentsfrom the survey are reported on separately and exclusively byour participating Research Partners.32%41%27%Role in the CompanyOwner / Partner / CXO 38%VP / Director / Manager 42%Non-Mgmt Professional 20%Primary Marketing ChannelBusiness-to-Business42%Business-to-Consumer 37%B2B and B2C Equally21%This research has been produced for your use. Put it to work inyour own marketing strategy. Clip the charts and write aboutthem in your blog or post them on social media. Please sharethis research credited as published.3
TOP STRATEGIC PRIORITIESUsing data analytics for decision-making is a top priority for 51% of marketing influencers.Improving data quality and accuracy, and integrating data across more technologies are also toppriorities for marketing data and technology strategies.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20184
MARKETING DATA & TECHNOLOGY SUCCESSA total of 81% of marketing influencers consider their marketing data and technology strategysuccessful to some extent, with 29% describing their strategy as very successful or best-in-class.Nearly one-in-five (19%) have yet to achieve their top priorities.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20185
MOST CHALLENGING BARRIERS TO SUCCESSIntegrating data across more technologies is a most challenging barrier to success for 44% ofmarketing influencers. If an organization is unable to generate reliable and relevant data (achallenging barrier for 41%), integrating the unreliable data is not desirable.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20186
STRATEGIC PRIORITIES VERSUS BARRIERSA top priority that is less challenging (e.g., Using data analytics for decision-making) is more likelyto be included in a marketing data and technology strategy than one that is more challengingthan it is a top priority (e.g., Using predictive marketing and artificial intelligence).Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20187
INTEGRATING DATA ACROSS TECHNOLOGIESA total of 94% of marketing influencers are doing something about integrating data acrosstechnologies. About half (51%) are acting on it, while 43% are still talking about it. Only 6% ofmarketing influencers are doing nothing about integrating data across marketing technologies.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20188
DATA QUALITY AND ACCURACYA most challenging barrier to success is the inability to generate reliable and relevant data.However, only 18% of marketing influencers rate the quality and accuracy of the data currentlyused for marketing purposes poor to some extent.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 20189
MOST EFFECTIVE DATA SOURCESInternal sources of data generated by sales and customer service teams, and marketing programs,are most effective according to 50% and 45% of marketing influencers respectively. Socialnetwork and public data available to marketers are also considered effective by 43%.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 201810
HOW EFFECTIVENESS IS CHANGINGFor 89% of marketing influencers, the effectiveness of the data used for marketing purposes isincreasing to some extent. However, 11% consider marketing data effectiveness to be decreasing.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 201811
MOST DIFFICULT DATA SOURCESThe data available from social networks and public databases, as well as third-third partyinformation vendors, are most difficult to obtain. The data available from internal marketingprograms are difficult for the least percentage (30%) of marketing influencers surveyed.Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 201812
DATA EFFECTIVENESS VERSUS DIFFICULTYWhen data is far more effective than difficult to obtain (e.g., Internal marketing programs), it ismore likely to be used in the tactical plan of a marketing data and technology strategy than isdata that is far more difficult to obtain than effective (e.g., Channel Partners, VARs, etc.).Marketing Data & Technology Strategy Surveyby Ascend2 and our Research Partners, February 201813
Marketing technology companies and digital marketingagencies partner with Ascend2 to supplement their marketingcontent, generate leads and engage prospects to drive demandthrough the middle of the funnel. Learn more about theresearch-based marketing innovations from Ascend2.com.Below are just a few of the leading marketing solution providersthat partner with us on research-based marketing programs.As a marketingtechnology company ordigital marketing agency,your prospectivecustomers are marketinginfluencers with aninterest in the facts aboutimproving marketingperformance.Research-BasedMarketing is a process wedeveloped to generateleads using factualcontent of interest to yourtarget customers, andnurture those leads to themiddle of the funnel in thename of your brand.14
Research Partner ProgramsResearch Partner Programs rapidly deliver content of interestto marketers, and a guaranteed number of leads and prospectsto marketing solution providers, in these two simple steps:1. Choose marketing topics of interest to your audience. A new marketing topic is surveyed every month2. Choose an exclusive data segment for each topic. Successful Strategy Benchmarks Leadership Benchmarks B2B Benchmarks B2C Benchmarks Enterprise Benchmarks SMB Benchmarks Agency Benchmarks And more!Learn more about Ascend2 Research-Based Marketing bycalling 800-762-1595 extension 703 or visit Ascend2.com.This Survey SummaryReport is part of amonthly research seriesconducted in partnershipwith marketing solutionproviders.You may adapt, copy,distribute and transmitthis work. However, youmust attribute the workas produced by Ascend2and its Research Partnersbut not in any way thatsuggests that theyendorse you or your useof the work.When you share thiscontent, please provide alink back tohttp://ascend2.com15
Marketing technology companies and digital marketing agencies partner with Ascend2 to supplement their marketing content, generate leads and engage prospects to drive demand through the middle of the funnel. Learn more about the research-based marketing innovations from Ascend2.com. Below are just a few of the leading marketing solution providers
