Technology-savvy, data-driven marketers want to get the right message in front of the right audience, at the right time, to drive the desired consumer behavior. Doing this successfully is not about capturing more data; it’s about capturing data that can drive better business decisions. InfoTrends recently completed a Multi-Client Study entitled Micro to Mega: Trends in Business Communications, which surveyed more than 800 enterprise executives to understand their desires for more personalized and segmented communications. Business leaders, particularly those within the C-suite, want to be data-driven communicators.  When asked what percentage of external customer communications or marketing/advertising campaigns were targeted, respondents indicated that over 61% of communications were personalized or segmented.

What percentage of your external customer communications or marketing/advertising campaigns fit into the following categories?

Today’s marketers understand that data is the cornerstone of any effective marketing strategy. It is essential for customer acquisition, retention, and increasing the overall customer relationship. Experian recently conducted a Data Quality Study of more than 1,400 customer service, data, marketing, sales, and technology professionals. Regarding the most critical reasons for maintaining a high-quality data strategy, the objectives are clear—such a strategy increases marketing efficiency, enhances customer satisfaction, enables better business decisions, and generates cost savings.