Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Report proves profitability of data-driven marketing

The research found that 74% of marketers who are considered 'leaders' in data-driven tactics achieve competitive advantage in customer engagement and loyalty, compared to only 24% of marketers with limited or no data-driven strategies.

The report, entitled 'Data Driven and Digitally Savvy', was based on a global survey of more than 300 executives and concluded that data-driven marketing is crucial to success in a hyper-competitive global economy.

The report looked at leaders in data-driven marketing, compared to executives who see themselves as lagging behind, and finds that almost half of marketing executives believe their efforts are lagging, or siloed across the business making it difficult for them to capture and use a wealth of data insights. It is this use of data from across the business however which is driving significant results across businesses for the 'leaders'.

Marketers conducting data-driven marketing are more than six times as likely to report an advantage against competitors in terms of profitability (45%) and are three times more likely to have increased revenue than their counterparts not using these insights. 55% of marketers driving a marketing campaign from data insights see increased revenue, compared to 20% of those marketers not conducting data-driven marketing.

"This study highlights the importance of gathering data and expertise for marketing efforts. Marketers have been employing data in various forms for some time, but recent innovations mean marketers now have more in-depth data sets which match the customer's exposure to a brand," said Pierre Naggar, managing director for Turn in Europe. "However, organisations need to invest in methods which can collect this data across the business, and not in siloes as currently happens in many cases. By drawing on resources across the business, such as sales data, customer enquiries and indicators into customer loyalty, marketers can base their decisions, for marketing campaigns as well as to inform wider business decisions, on what their customers really want, rather than rely on guesswork."

The report also revealed that sectors leading in data-driven marketing include the travel industry and the retail industry, while the energy sector lags behind. Some 67% of travel executives say they have gained competitive advantage in the sector with higher customer loyalty as a result of data and 55% of retail executives agree, compared to only 33% of executives in the energy industry. A further 59% of travel executives are seeing higher customer satisfaction through harnessing data insights, while 52% retail executives thank the use of data-driven marketing tactics for achieving new customers.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)