BOSTON, MA--(Marketwire - January 7, 2010) - Almost every company would like to extract more
value from marketing expenditures. Research has consistently shown that
personalized email campaigns lead to 2-3x higher conversion rates than mass
emails. But many companies struggle with personalization because of a lack
of data integration and bad data hygiene practices. If marketers can't
trust customer data, how can they use it for more relevant, personalized,
timely interactions that drive revenue? According to a new research
study, "
Customer Analytics: Leveraging
Customer Data to Fulfill the One-to-One Marketing Imperative,"
published by
Aberdeen Group, a
Harte-Hanks Company (
NYSE:
HHS), the top two challenges with customer data
include an inability to segment and target customers through customer data
(50%) and a lack of trust in customer data (34%).
"Best-in-Class companies are customer data champions demonstrating a strong
organization-wide culture that values customer data management and actively
uses customer data to build more meaningful customer experiences," comments
Ian Michiels, Research Director for Aberdeen's Marketing Automation
research practice and the author of the report. "Customer data is stifling
marketing efforts across the world. Disparate data, lack of data hygiene
practices, and a lack of resources to support customer data have left
Laggards and Industry Average companies with inferior performance in return
on marketing investments."
The findings represent a call to action for all marketers to start taking
an active role in managing customer data. The study highlights customer
database processes and procedures from 155 organizations to identify how
top-performing organizations build trust in customer data and use this
information to achieve superior performance in marketing.
A complimentary copy of this report is made available due in part by the
following underwriters: Equifax and TargusInfo. To obtain a complimentary
copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=5870.
Visit
Research.Aberdeen.com for
additional access to complimentary
Customer
Management Research.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is 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 or call (617) 854-5200, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2010 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contacts:
Ian Michiels
Aberdeen Harte-Hanks
650-678-6762
ian.michiels@aberdeen.com