BOSTON, MA--(Marketwire - November 19, 2009) - The average CMO is on the job for just 23.6
months. CMOs need tangible justification for marketing spend and measurable
return on marketing investments. For CMOs, this leads to one undeniable
truism; job security is directly correlated with data driven marketing.
According to a new research study published by
Aberdeen Group, a Harte-Hanks Company
(
NYSE:
HHS), marketers are overwhelmed by the need to use data to make
marketing more effective and efficient. The study identifies exactly how
top performing organizations are using data to impact marketing.
"
Data Driven Marketing," which examined 272 organizations
to identify how companies use data to achieve superior performance, found
that 26% of the companies heavily rely on data for marketing decisions.
The vast majority of marketers (52%) are leveraging data in marketing
decisions with "room for improvement."
"The days where marketers could get away with gut feel are coming to an
end. In this customer driven environment where expectations culminate to a
one-to-one relationship, the numbers have never been more important," says
Ian Michiels, Research Director in the Customer Management Technology Group
and the report's author. "Leading companies use customer data to deliver
timely, relevant, personalized marketing messages that generate some of the
highest new customer acquisition rates in the market today."
To obtain a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=6224.
Visit
Research.Aberdeen.com for
additional access to complimentary
Customer
Management Research.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is 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 or call (617) 854-5200, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2009 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 Contacts:
Ian Michiels
Aberdeen Harte-Hanks
650-678-6762
ian.michiels@aberdeen.com