BOSTON, MA--(Marketwire - April 2, 2008) - The proliferation of marketing channels adds
complexity to the challenge of optimizing outbound marketing messages to
customers and prospects. Companies that used customer data and behavior to
adjust marketing campaigns and refine marketing strategy demonstrated
higher performance in return on marketing investment (ROMI) and conversion
rates. A recent survey conducted by Aberdeen, a Harte-Hanks Company (
NYSE:
HHS), revealed that Best-in-Class organizations that leverage closed-loop
marketing practices increase the average sales lift on personalized
promotions by 27%, compared to 2% of all others. Furthermore, Best-in-Class
increased their average order value by 525% compared to Laggards.
The top pressure causing all organizations to leverage closed-loop
marketing techniques extends from the most fundamental marketing goal: to
increase online and offline sales. The research revealed that 88% of top
performing organizations leveraged closed-loop marketing practices.
Best-in-Class companies indicated that they currently utilize web analytics
(78%), email marketing (72%), marketing databases (71%), customer ratings
and feedback (70%), and lead prioritization and scoring tools (54%) to
automate actionable timely decisions based on customer behavior in the data
mart. These enabling technologies help Best-in-Class increase their
average performance in return on marketing investment (ROMI) by 26%,
compared to Laggards that decreased ROMI by 8%.
"The concept of closed-loop marketing has been around for years," explains
Ian Michiels, a Senior Research Analyst at Aberdeen, "and some might argue
the term is overused and overrated. However, Aberdeen research provides
solid evidence that closed-loop marketing is just as relevant today as it
ever was in the past (if not more relevant). Closed-loop marketing
practices help top performing organizations deliver measurable improvement
to key performance indicators like annual revenue, ROMI, and conversion
rates." Michiels adds, "Closed-loop marketing requires a blend of people,
process, and technology but it's still a highly manual process, even for
Best-in-Class. For this reason, future closed-loop marketing strategies
will focus on automating and streamlining processes to reduce manual
efforts."
The report demonstrates the value of collectively leveraging organizational
practices in process, performance measurement, knowledge management and
technology to provide a foundation from closed-loop marketing techniques.
By combining processes to adjust marketing campaigns based on customer
responses (50%) and behavior/customer analytics (35%), Best-in-Class
companies are able to refine their marketing message based on consumer
desires and needs to increase relevancy, conversion, and return on
marketing investment.
The research educates readers about the value of closed-loop marketing. The
report also identifies Best-in-Class performance as a result of closed-loop
marketing implementations compared to the Industry Average and Laggards and
the difference in capabilities and technology use among maturity classes.
A complimentary copy of this report is made available due in part by the
following underwriters: Neolane and Vtrenz/Silverpop. To obtain a
complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=4664.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
positioned to educate users to action: driving market awareness, creating
demand, enabling sales, and delivering meaningful return-on-investment
analysis. As the trusted advisor to the global technology markets,
corporations turn to Aberdeen™ for insights that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen
http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to
http://www.harte-hanks.com.
© 2008 Aberdeen Group, Inc., a Harte-Hanks Company
260 Franklin Street
Boston, Massachusetts 02110-3112
Telephone: (617) 723-7890
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Ian Michiels
Aberdeen Harte-Hanks
(925) 264-1824
Ian.michiels@aberdeen.com