What Are Organizations’ Top Data-Driven Marketing Goals and Challenges?

Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers, according to a study from Econsultancy and Adobe [download page] that surveyed almost 3,700 marketing, digital and e-commerce professionals around the world. Retaining and upselling existing customers is also a key goal for respondents, who are slightly less concerned with increasing the ROI of their marketing and sales budgets. (more…)