A perspective of marketing activities in the current economic client. Understanding the drivers of business to influence the impacts on budget cuts and marketing activity.
22. MARKETING INVESTMENT
To offset budget cuts, CMOs are shifing to more targeted and
measurable marke0ng strategies.
To determine target market for each channel:
50% said they use data‐driven marke0ng techniques
31% stated they use sophis0cated modeling tools to analyze exis0ng customer
data (behavioral, preference and demographic)
19% said that they analyze past purchase behavior
In contrast, 28% said they made “rough es0mates based on past experience.
Source: Epsilon’s 2008 CMO Survey
38. UNDERSTANDING HOW ENGAGED
ENTERPRISES REALLY ARE
• 1% of customer conversa0ons are assimilated as
organiza0onal knowledge
• 9% of customer conversa0ons touch the organiza0on, but no
learning occurs
• 90% of customer conversa0ons never touch the organiza0on
Greg Oxton from the ConsorJum for Service InnovaJon (CSI)
68. “Most direct marke&ng is
junk. It’s dumb because it’s lazy
marke&ng, it’s void of data
insights and has no clear
targe0ng, no clear offer, and
no real reason for customers
to take those offers up because
ofen it doesn’t reflect what the
brand stands for,” he said.
Source: B&T 10 July 2009
69. “This is an industry that s0ll talks
about the fact that a 2%
response rate is a good result.
But that’s a 98% non‐response
rate. So it’s not good enough.
It’s not good enough for the CBA,
and it shouldn’t be good enough
for you guys either.”
Source: B&T 10 July 2009