BOSTON, MA--(Marketwire - December 11, 2008) - The slogan "right customer, right offer, right
channel, right time" has become a universal rallying call, with many chief
marketing officers and other senior marketing practitioners believing
"right time" is the most important variable of all. Marketers need to
maximize campaign response rates, including
cross-sell and up-sell activity, by focusing not only on the relevance of
messages and offers but also on the timeliness of delivery. To a large
degree, this means incorporating and leveraging event triggers that
automatically deliver targeted messages, offers, recommendations or other
treatments to customers at the most optimal point in time, based on any
number of factors.
Between October and November 2008, Aberdeen, a
Harte-Hanks Company
(
NYSE:
HHS), examined the use, the experiences, and the intentions of more
than 225 diverse enterprises engaged in data-driven marketing improvement.
The new benchmark report titled, "Trigger Marketing: Timing is Everything,"
provides a roadmap that companies in multiple industry verticals can use to
gain performance improvements in their trigger marketing activities across
all stages of the customer lifecycle, from customer acquisition to
retention to cross-sell / up-sell. To obtain a complimentary copy of the
report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=5361.
The report reveals striking performance disparities between
Best-in-Class organizations and Industry Average and Laggard companies. For
example,
Best-in-Class companies outperform Industry Average and Laggard companies
in terms of precision marketing effectiveness and cross-sell and
up-sell effectiveness by a factor of 5.3 and 7.3, respectively. Also,
Best-in-Class companies report experiencing an 81% year-over-year increase
in customer profitability, compared to 33% for Industry Average companies
and 0% for Laggards. This dramatic increase in customer profitability is a
compelling consideration from a return on investment perspective, made even
more compelling by the fact that survey respondents cite the need to
increase customer profitability as the top factor driving their
organizations to implement trigger marketing initiatives, in the first
place.
"Competitive growth and profitability will always be top-of-mind for senior
marketing executives. And customer data quality -- and customer data
management, in general -- will continue to be seen as a key part of the
solution so far that it lays the groundwork for executing effective
customer acquisition, retention, and
cross-sell / up-sell programs," said Jeff Zabin, Research Fellow at
Aberdeen Group. "These programs require that companies understand the
opportunities for marketing relevant products and services as well as the
wants, needs, situations, preferences and potential value of prospects and
customers on an individual basis to be able to determine their propensity
to respond to a given message or offer."
A complimentary copy of this report is made available due in part by the
following underwriters: Conclusive Marketing and Portrait Software. To
obtain a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=5361.
For additional access to complimentary Customer Management Research, please
visit
http://research.aberdeen.com/index.php/-customer-management
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
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Jeff Zabin
Aberdeen Harte-Hanks
(847) 328-4795
jeff.zabin@aberdeen.com