![Top Goals Marketers Have For Using Data [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2016/09/EconsultancyAdobe-Top-Goals-for-Data-Driven-Marketing-Apr2016.png "Chart - Top Goals Marketers Have For Using Data")
Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers, according to a study from Econsultancy and Adobe that surveyed almost 3,700 marketing, digital and e-commerce professionals around the world. Retaining and upselling existing customers is also a key goal for respondents, who are slightly less concerned with increasing the ROI of their marketing and sales budgets.
While ROI may not be at heart of a data-driven marketing program, improving measurability appears to be the key priority for a data management strategy, per results from a separate survey, this time conducted by Ascend2 and its Research Partners. That research concludes that improving ROI measurability is the most important goal of a marketing data management strategy, followed by improving data quality and increasing data use and accessibility. Read the rest at MarketingCharts.com.
The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.