Press Release
Precision Marketing Techniques Yield High Results in Key Customer-Centric Performance Metrics, According to AberdeenGroup Research
Research Findings Demonstrate Clear Correlation Between Competency in Precision Marketing and Return on Investment
BOSTON, MA — October 11, 2006 —Effective precision marketing techniques lead to improved customer retention rates, greater revenues from up-sell and cross-sell marketing campaigns and enhanced levels of customer satisfaction. Moreover, top performers enjoy a greater share of each customer's wallet. Aberdeen's benchmark data reveals that more than 50% of top performer's customers purchase multiple products or services from them annually—twice the rate of all other benchmarked survey respondents.
Corporate investment in precision marketing techniques, processes, services and enabling technologies is driven by three priorities:
- Need to grow revenues
- Need to optimize budgets and resources
- Pressure to identify and invest in high value customers
According to "Precision Marketing: How Leaders Turbo-Charge Their Investments", companies that exemplify "best in class" practices exemplify the following competencies and characteristics:
- Utilize "real-time customer intelligence" and rules-based interactions with their customers
- Profile and/or segment customers utilizing more than 20 attributes or criteria per marketing campaign
- Measure and leverage customer value metrics in campaign planning and execution
- Automate and centralize precision marketing processes at the enterprise level
"Effective precision marketing techniques lead to improved customer retention rates (>70%), higher revenues from up-sell / cross-sell campaigns (<16%), and enhanced levels of customer satisfaction (<70%) on an annual basis. Not surprisingly, our research demonstrated that enterprises deploying precision marketing techniques also enjoy a greater share of each customer's wallet" stated Leslie Ament, Practice Leader & Director of Customer Intelligence Research. "More than 50% of top performers have customers who purchase multiple products or services annually--twice the rate of benchmarked groups."
Aberdeen's "Precision Marketing:How Leaders Turbo-Charge Their Investments" benchmark research was launched with support from the Customer Management Community, CRM Magazine, and DM Review. The report is available free of charge at Precision Marketing Benchmark Report based on the generous underwriting of the following sponsors: Claritas, Inc., Merkle, a Database Marketing Agency, Paxonix, a MeadWestvaco Company, WebTrends, and Vtrenz.
About AberdeenGroup
Aberdeen (www.aberdeen.com) provides fact-based research and insights focused on the global, technology-driven value chain. Its benchmarking, market and solution assessments, sales acceleration programs, and conferences support Global 5000 value chain and technology executives and the solution providers who serve them.
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