SOURCE: Aberdeen Group

December 11, 2008 13:00 ET

Marketing Triggers Enable Companies to Increase Customer Profitability

New Aberdeen Report Investigates How Best-in-Class Companies Are Using Database Technologies and Advanced Analytics to Bring the Concept of Just-in-Time Marketing to Life

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.

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