Email marketing is still the marketing channel with the highest ROI, especially when it’s personalized. So, it should be no surprise that triggered messages, sent in response to specific consumer behaviors, account for 77% of email ROI, according to the Data & Marketing Association.

The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.

Retailers often focus on customer acquisition—a costly prospect—at the expense of customer retention. Instant gratification can be a bigger incentive than building loyalty over time.

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.

So far, targeting and audience segmenting are among the most common uses for the emerging technology.

Marketers are invested in accurately identifying their target audiences, but they often miss the mark.