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Every digital marketer knows there’s a wealth of data out there to make their efforts—potentially—more effective. Likewise, every digital marketer knows there are approximately a million and one tools that promise to take that data and turn it into proven ROI. But what kinds of technology actually help?
As marketers struggle with marketing integration technologies, a survey from Ascend2 asked them what technologies were actually helpful in their data-driven marketing efforts. The survey base included marketing professionals worldwide, the bulk of whom worked at firms with fewer than 500 employees. And CRM software won out by 6 percentage points.
CRM software was the only type of digital marketing technologies that more than half of respondents said was useful in their data-driven efforts. Close to half said the same of marketing analytics software as well as email marketing software, and 46% gave the thumbs-up to marketing automation suites.
And these were respondents who agreed that data was important to begin with. Fully 84% said it was "very important" for their marketing data to be high-quality and complete. Only 1% did not think this was critical for their segmentation and targeting efforts.
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