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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.USING MARKETING DATA TO MAKE BETTER DECISIONSSTRATEGIES, TACTICS & TRENDS2Using Data to Make Better Marketing Decisions Survey Conducted by Ascend2 and Research Partners Publ

2、ished May, 20204. Using Marketing Data to Make Better Decisions5. Current Situation6. Primary Objectives7. Strategic Success8. Critical Challenges9. Most Helpful Data10. Data Used11. Data-Driven Trends12. Budget Trends13. Ascend2 Research Partner ProgramsTable of Contents3Ascend2 benchmarks the perf

3、ormance 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 ChannelB2B38%B2C39%B2B and

4、 B2C equally23%Number of EmployeesMore than 50022%50 to 50024%Fewer than 5054%Primary role in companyOwner / Partner / C-Level44%Vice President / Director / Manager40%Non-Management Professional16%Survey RespondentsMethodology4Using Marketing Data to Make Better DecisionsMarketers have a myriad of m

5、arketing data available to them. Lack of clarity on the data that matters most can cause confusion and result in inefficient marketing efforts. At the center of a data-driven marketing plan is finding and using data that allows for more effective decision-making. But how are companies using marketin

6、g data to make better decisions?To help you answer this question, Ascend2 and our Research Partners fielded the Using Marketing Data to Make Better Decisions Survey. We thank the 277 marketers who responded to this survey during the week of April 6, 2020.This Survey Summary Report, titled Using Mark