Customer data initiatives are a top priority in 2010
Almost every company would like to extract more value from marketing expenditures. Research has consistently shown that personalised eMail campaigns lead to 2-3 times higher conversion rates than mass eMails.
But many companies struggle with personalisation 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 research study, “Customer Analytics: Leveraging Customer Data to Fulfill the One-to-One Marketing Imperative,” published by Aberdeen Group, 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 organisation-wide culture that values customer data management and actively uses customer data to build more meaningful customer experiences.”
“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.”
Ian Michiels, research director for Aberdeen’s Marketing Automation research practice
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 organisations to identify how top-performing organisations build trust in customer data and use this information to achieve superior performance in marketing.
Posted on 10/01/2010
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