SOURCE: ClickSquared


June 26, 2013 09:00 ET

New Research From ClickSquared and The Relevancy Group Identifies Marketers' Top Priorities and Challenges in 2013

BOSTON, MA--(Marketwired - Jun 26, 2013) -

  • Annual survey underscores continued emphasis on analysis, with nearly half of respondents indicating it's their number one priority
  • Majority of survey respondents believe a cross channel campaign management suite provides an answer to the lack of coordination and data challenges that persist across channels
  • Marketers currently using a single campaign management suite indicate they see improved targeting and relevance in their campaigns, fueled by better data

ClickSquared today announced results from its latest research with The Relevancy Group titled, "The 2013 Marketing Executive Survey." Now in its third year, the annual survey reveals marketers' top priorities and challenges for the current year and offers insight into marketing's evolution within organizations.

According to the research, 40 percent of the nearly 400 respondents indicated that their number one priority in 2013 is the greater use of analytics in an effort to optimize their customer communications -- underscoring the importance of better data to drive higher performing marketing programs. Improving segmentation and targeting and bettering frequency control of their communications also ranked high on the priority list. "Marketers are not only recognizing that analysis is critical to their programs' success, they're also thinking beyond big data to actionable data. The greater focus on analytics is a clear indicator of the move towards more relevant and timely communications," said David Daniels, co-founder and CEO, The Relevancy Group.

For the third consecutive year, data collected from the survey cited the availability of resources as the number one challenge in 2013, with 27% of those surveyed indicating that the lack of budget to fund their programs an obstacle when developing campaigns. Analyzing campaign results, managing offers across multiple campaigns and coordinating campaigns across channels also ranked high on the challenges list.

Given the priorities and challenges facing today's marketers, 65% of those surveyed indicated they crave a single campaign management suite as they look to gain control of their data, and reduce marketing production and execution costs in order to stay within budget confines. For example, a single campaign management suite helped a hospitality company dramatically improve marketing effectiveness and ROI by targeting offers based on demonstrated customer behavior. The metrics realized, which included a 10x ROI on programs to convert prospects with cancelled reservations, went hand in hand with the analytics available via the single suite platform.

"This year's survey again confirms that as marketers embrace new channels, there's a clear opportunity to gain control of their customer data and employ consistent treatment rules across channels," said Kerry Reilly, VP of Product Marketing. "A SaaS-based, cross channel marketing platform like our own gives marketers what they need to address their priorities and effectively deal with challenges, equipping them with a cost effective solution for communicating with their customers in a highly-targeted, relevant way that moves their business forward."

ClickSquared and The Relevancy Group recently shared their findings in a webinar titled "Five Tips to Drive Cross Channel Marketing Profitability" which can be accessed at

About ClickSquared:

ClickSquared is the leading SaaS-based, cross-channel campaign management solution provider for B2C marketers who want to increase customer lifetime value. ClickSquared's software platform is backed by a world class marketing services organization that integrates database management, campaign management, and analytics to drive relevancy, marketing automation and ROI across email, social, mobile, web and direct mail. ClickSquared has helped some of the best known brands across the US and Europe engage, grow and retain their customers including ARAMARK Parks and Destinations, The Boston Celtics, Dr Pepper Snapple Group, Four Seasons Hotels and Resorts, Greyhound, HomeAway, Leading Hotels of the World, Lenovo, and The Miami Dolphins.

ClickSquared has offices across the United States, including its headquarters in Boston, Massachusetts as well as offices in the United Kingdom. For more information, call +1.857.246.7800, visit or visit the links below:


Contact Information

  • ClickSquared Contact:
    Tier One Partners
    Laureen Sanderson
    Email Contact