Areas in which data-driven marketing was currently the most useful worldwide 2024

As of June 2024, approximately 47 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 46 and 41 percent of respondents, respectively.

The success of data-reliant marketing

The same study revealed that around 63 percent of responding marketing professionals rated their data-driven strategies somewhat successful. Approximately 32 percent said they were very successful, while five percent deemed them ineffective. Moreover, almost half of the marketers used artificial intelligence (AI) in their data-driven efforts moderately or extensively. Only one-quarter 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 45 and 38 percent of respondents. Both elements are key to achieving the desired return on investment (ROI) for ad campaigns worldwide.