Marketing Data Yields Accurate Decisions for SMBs Worldwide - eMarketer
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Marketing Data Yields Accurate Decisions for SMBs Worldwide

And top use? Campaign targeting

May 26, 2016 | Marketing Technology

There’s no question that professionals at small and medium-sized businesses (SMBs) worldwide rely heavily on marketing data. But what decisions does it help with most? According to research, a little more than half said it’s most valued for targeting.

Primary Benefit of Making Decisions Based on Marketing Data According to SMB Professionals Worldwide, April 2016 (% of respondents)

Marketing automation platform Act-On, in partnership with Ascend2, surveyed 105 SMB practitioners worldwide about how they manage and use their marketing data to meet strategic goals.

Based on the research, 52% of respondents said the primary benefit was simply making more accurate decisions. About three in 10 said their decisions were more cost-effective.

Most Effective Uses of Marketing Data According to SMB Professionals Worldwide, April 2016 (% of respondents)

The results from Act-On and Ascend2 also provided insight into just what SMBs see arsthe most effective uses of their marketing data. Nearly 60% of respondents said it’s most useful for campaign targeting. And behind that, close to half said it was best for content personalization (48%), sales attributed to marketing (47%) and customer journey analysis (46%).

Data-driven marketing for companies—big, medium and small—has become a bright spot for marketers wanting to more closely connect with their customers and targets. In fact, more than 90% of US marketing professionals maintain databases to host information, according to a December 2015 study.

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