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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Marketing ROI still lagging without data analysis

Many companies are failing to integrate and use their customer data to keep their marketing campaigns on target, according to research by database marketing firm Transactis.

The study found that many marketers are missing valuable targeting opportunities and could even be putting some of their customers off due to 'data wastage' (the failure to make use of the different pieces of customer data that various parts of the company collects).

In fact, despite handing over their personal details and preferences to companies they deal with, 65% of consumers said that these firms were still sending them marketing offers for products that they would clearly never buy.

More than half (58%) also said that several firms did not even know that they were existing customers, and were sending them offers aimed at new buyers, while 52% said that companies have repeatedly tried to sell them products that they have already bought.

The study's results suggest that companies are either lacking, or failing to make use of, the "single customer view" that has been the object of so many concepts, technology and initiatives since the earliest days of CRM (customer relationship management).

According to Richard Higginbotham, head of marketing for Transactis, "Many businesses are failing to rationalise and make use of the full range of information available to them, to enhance marketing and CRM initiatives. We have dubbed this 'data wastage', and it represents a significant opportunity for marketers who gather and rely on huge amounts of customer data in their daily operations."

In fact, Higginbotham warned, not only are many marketers wasting money on redundant or poorly targeted offers but their customers are taking note, and neither of these situations can be good for the long-term health of a brand. By eliminating data wastage, marketers can make much more efficient use of their budgets and boost their return on marketing investment.

Higginbotham concluded: "Turning customer data into a manageable and accessible asset is not necessarily an easy road but, for those who do so, it pays dividends, strengthening the company's ability to interact with and build upon its existing customer base."

Sources: Transactis / The Marketing Factbook.
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Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)