On the heels of one of the world’s worst years for business, global management teams are stepping up their requirements of a more tangible proof of marketing impact and outcome.
Improving customer segmentation, targeting via analytics, enhancing current digital marketing capabilities, and aligning marketing and sales initiatives for greater accountability are just some of the key initiatives in 2010 according to the just issued “State of Marketing Report” from the CMO Council.
The implementation of digital marketing initiatives, on-demand CRM systems, and closed loop marketing solutions have enabled a more accurate and tangible ROI evaluation of marketing initiatives and campaigns than ever before. The utilization of the captured data is a key requirement of all global organizations in 2010.
In the CMO Council’s recent “State of Marketing Report”, 62% of the respondents said they are focused on analyzing customer data to improve segmentation and targeting. In the report the CMO Council defines what drives the need for improved customer analytics:
- Management mandates for greater accountability, visibility and yield in the marketing organizations.
- Demand of deeper analytics and predictive modeling to improve customer economics and lifetime value.
- Greater access to customer insight and intelligence allowing better segmentation, personalization, and efficiency of spend.
- Higher response and recall rates from customized communications improving ROI, and driving customer loyalty and advocacy.
- End to end measurement of campaign effectiveness requiring robust, agile, real-time, on-demand marketing automation infrastructures.
- New digitally-driven channels of market access and engagement including: mobile, internet, social media, online communities, search portals, etc. (Source: “State of Marketing; Outlook, Intentions and Investments for 2010” CMO Council)
Now it’s time to toot our own horn. The SKURA Channel Mix Optimizer solution is an install and ready tool that delivers the critical impact and outcome results that your management teams are looking for. The SKURA Channel Mix Optimizer solution enables you to optimally allocate your valuable marketing and sales resources across all channels of promotion, to ensure maximum ROI. The SKURA Channel Mix Optimizer solution also effectively measures the impact of your non digital promotional channels, such as: paper based advertising, journal articles, meetings, events and product sampling.
Based on success patterns seen with other customers, our Channel Mix Optimizer will predict the most important information. This will allow your organization to develop deeper, more authentic relationships with your customers.
For example, the output from Channel Mix optimizer can be used to provide reading recommendations in a web portal, or help a sales rep determine what to share in his/her next sales presentation.
The economy may be well on its way to recovery, but smart marketing is here to stay. New technologies that predict and measure the market impact of every dollar spent per customer will become table stakes for management teams in the 2010s.
