-- 9% mean increase in ROMI in the past 12 months
-- 12% mean increase of new leads into the sales pipeline in the past 12
months
-- 11% mean increase of customer cross-sell / up-sell opportunities in
the past 12 months
-- 10% mean increase in customer retention rate in the past 12 months
"Improvement of marketing performance, and specifically the ability to
pinpoint the drivers and detractors for performance, is the holy grail of
marketing organizations. The ability to analyze performance across all
activities and generate improved results defines the 'information nirvana'
marketers are looking for. Traditionally, companies have taken a
hit-or-miss or 'let's do what worked before' strategy toward developing and
executing their marketing initiatives and campaigns. As the pressure to
improve performance has increased and budgets have come under close
scrutiny, organizations are now faced with finding new ways to make
marketing activity more effective, efficient, and yield higher return,"
said David Hatch, Research Director of Aberdeen's Business Intelligence
Practice.
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© 2007 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: David Hatch, Research Director 617-854-5329 david.hatch@aberdeen.com