Ascend2’s 2024 Data-Driven Marketing Trends survey reveals growing use of AI and first-party data to personalize marketing. 63% of marketers report moderate success, while 32% claim best-in-class strategies. Email marketing and customer journey mapping are top applications. Major challenges include targeting segmented audiences and maintaining data quality. While 46% use AI for content personalization or chatbots, only 11% report extensive use. Most data integration is partial, and first-party data dominates (52%). Despite progress, marketers still face tech, data, and strategic hurdles in scaling data-driven success.

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