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As of June 2024, approximately ** percent of marketing decision-makers surveyed worldwide included email marketing among the areas in which data-driven marketing was the most useful. Customer experience and paid advertising followed, mentioned by ** and ** percent of respondents, respectively.

The success of data-reliant marketing

The same study revealed that around ** percent of responding marketing professionals rated their data-driven strategies somewhat successful. Approximately ** percent said they were very successful, while **** percent deemed them ineffective. Moreover, almost half of the marketers used artificial intelligence (AI) in their data-driven efforts moderately or extensively. Only * reported not utilizing AI.

Data-driven tactics' top challenges

During that survey, marketers chose the leading challenges for executing a data-driven strategy: Targeting segmented audiences and making decisions in real time topped the ranking, respectively mentioned by ** and ** percent of respondents. Both elements are key to achieving the desired return on investment (ROI) for ad campaigns worldwide.