Contact Information: For more information, contact: Adrienne McGarr Ruder Finn 312-329-3907 mcgarra@ruderfinn.com Malti Shukla Alterian 312-884-5226 MShukla@alterian.com
Survey Reveals Marketers' 2008 Investment Priorities Focus on Database and Analytics Skills
Road to Customer Centricity Sees Analytics Keeping Pace With Digital Marketing Spend as Seven Out of Ten Cite Investment in This Area as Key Priority for 2008
| Source: Alterian
CHICAGO, IL--(Marketwire - February 5, 2008) - Alterian (LSE : ALN ), the leading Global
enterprise marketing platform provider, released the results of its fifth
Annual Marketing Survey (www.alterian.com/research) today which revealed
that marketers' priorities for 2008 are firmly rooted in database and
analytics with 67 percent allocating additional resources to this area.
With responses from almost 900 marketers, agencies, marketing services
providers and systems integrators, the survey provides a comprehensive
analysis of spending and investment priorities for the industry.
Fuelling online growth
As marketers continue to grow their online marketing programs, investments
in databases and analytics are correspondingly on the rise in support of
these efforts. Alterian found that 45 percent of marketers are now spending
over $500,000 on online marketing, compared with only 37 percent in 2006.
These marketers are not approaching their online programs unprepared; 67
percent of marketers responded that database and analytics are the most
sought after skillset and warrant the heaviest investments. When it comes
to effective online marketing, these results reflect that marketers are now
on the path to become analytically led.
A single view of the customer? Depends on which application you open
Despite heightened discussion over the past 10 years about maintaining a
single view of the customer, the industry is still spending huge amounts of
time updating different applications with seven out of ten (69 percent)
respondents using more than three marketing applications every day A
staggering one in five (20 percent) marketers use more than seven separate
applications to store and analyze marketing and campaign data, pointing
towards a core requirement for an analytical marketing platform that can
pull this data together and make sense of it.
A recent Forrester Research report released in January 2008 titled "The
Forrester Wave™: Enterprise Marketing Platform, Q1 2008," states, "83
percent of marketers, a significant majority, tell us that they need a
comprehensive marketing suite to improve their effectiveness." (To download
a complimentary copy of the Forrester EMP Wave please visit
www.alterian.com/empwave).
Commenting on the survey results, David Eldridge, CEO, Alterian, said,
"Despite the current economic situation receiving much coverage on both
sides of the Atlantic, investment in marketing, specifically online
marketing, be it outsourced to agencies or in-house, continues to grow with
only seven percent of our respondents citing no planned resource increase."
Eldridge continued, "The focus of this year's survey is clearly on making
that first step on the journey to customer centricity, whatever that
starting point might be for your company. Marketing that is led by an
integrated database and analytical foundation will continue to drive online
programs, and increased spending in this area will continue to improve the
customer experience."
Notes to Editors
The Alterian 2007 Survey polled 852 marketing professionals. The annual
survey, now in its fifth year, was conducted in North America and the
United Kingdom in October and November 2007 through a dedicated website
landing page and hardcopy in-person interviews at the 2007 Direct Marketing
Association Conference in Chicago and at ad:tech in New York.
Full survey results can be downloaded here: www.alterian.com/research.
About Alterian
Alterian (LSE : ALN ) helps marketers improve results through its enterprise
marketing software platform and global partner community of over 70 leading
marketing services providers, agencies and systems integrators. By
combining database, digital, and operational marketing applications on a
shared data infrastructure, the Alterian Marketing Services Platform makes
it practical and cost effective for marketers to gain actionable insight
and use this to execute an integrated marketing strategy across online and
offline channels.
Over 70 global partners including Accenture, Acxiom, Allant Group, Carlson
Marketing, Experian, Epsilon, InfoUSA, Merkle, Ogilvy One and Euro RSCG
Worldwide, deliver Alterian software alongside their own value-added
services to market leaders like Princess Cruises, General Motors, Zurich,
HSBC, Limited Too, Dell, Amnesty International and Vodafone, empowering
them to drive competitive advantage through improved marketing performance
and customer satisfaction. For more information about Alterian, our
Partner Network or the Alterian Marketing Services Platform please visit,
www.alterian.com.