Confirms Email as Most Effective Channel in delivering ROI: Cites High Value in Multi-Channel Real-Time Segmentation and Scoring
Zeta Interactive, the leader in data-driven Marketing across the Customer Lifecycle, today, announced the release of a research report conducted in partnership with The Relevancy Group. The new report, which surveyed 300 marketing executives, “The Value of Multi-Channel Real-Time Segmentation” underscores the value of capitalizing on real-time data. According to the report, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.
David A. Steinberg, CEO of Zeta Interactive says “The research we do is critical to keeping our clients up to date on the latest trends and findings and furthering Zeta’s position as a thought leader in real-time scoring and ‘fast data’. Strong partners like The Relevancy Group help us create compelling research that enables our clients to move their businesses and customer relationships forward.”
“The challenges explored in this survey get to the heart of topics that many marketers find critical to driving their businesses. We are proud to partner with Zeta on this research and look forward to watching these results help drive marketing impact'” said David Daniels, CEO and Founder of The Relevancy Group.
Highlights of the Report/Survey Findings Include:
-Email is the most effective channel to drive revenue. 91% of participants view email as the most effective channel to move the sales needle. E-mail ties consumer identity together across channels and is the mechanism utilized to drive real-time segmentation through multichannel data.
–Nearly a quarter of marketers state they don’t have adequate staffing resources and marketing organizations unfortunately remain siloed preventing marketers from consolidating multiple marketing channels to one vendor. Just 25% of marketers’ state there is central ownership across all marketing channels while 56% of marketers wish to consolidate their vendors across all channels.
–Marketers are becoming increasingly data-driven. Analytical services that help develop measurement and attribution models are the most valuable services according to 40% of marketers surveyed.
–Marketers lack the tools to capitalize on the explosion of data and marketing touchpoints. 25% of marketers use some form of real time data to drive segmentation and targeting but the vast majority are not able to centralize customer data from across channels and recognize customers in a single record.
–Granular measurement of return on marketing spend remains out of the reach of most marketers. Only 21% of marketers surveyed leverage multichannel attribution models, leaving 79 % to rely on potentially spurious conclusions that fuel poor media buying decisions.
Steinberg notes, “Marketers must measure what they invest on marketing. Measurement in general and attribution modeling specifically are necessary to drive multi-channel value and get the best offer to the best buyer at the most optimized time. It’s vital to accurately measure campaign performance through all stages of the customer journey, in all channels, and to use this data to inform ongoing optimization. Marketers who are serious about attribution have the information they need to make smart marketing decisions and make a compelling business case to expand budgets.”
The fifteen page report, written by David Daniels and Nicholas Einstein of The Relevancy Group and co-written by John D. Polcari and Amy Jones of Zeta Interactive is available with registration at the following link: http://info.zetainteractive.com/value-of-multichannel-real-time-segmentation
A webinar detailing the findings of this research will be hosted on August 6th at 2PM EDT, visit www.relevancygroup.com for more details.
About Zeta Interactive | www.zetainteractive.com
Zeta Interactive is a Customer Lifecycle Marketing platform company that integrates rich data, advanced analytics and machine learning to help leading brands acquire, grow and retain customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta Interactive has rapidly grown into a recognized leader in the data, analytics and marketing technology sectors. The company’s set of Data, Email, Social, Display, Search and Mobile solutions are used globally by hundreds of Middle Market and Fortune 500 brands. With over 500 employees worldwide, the company is headquartered in New York City, with Centers of Excellence in Silicon Valley, London, and Hyderabad, India, and additional offices in Boston, MA; Boulder, CO; Detroit, MI.; Scottsdale, AZ; Middlesbrough and Bristol, UK.
About The Relevancy Group, LLC | www.relevancygroup.com
Founded in 2010, The Relevancy Group provides market research, survey design and consulting. We assist marketers (buyers) connect with vendors (sellers) and manage the vendor selection process, each year we represent tens of billions of email messages that are out for bid for new solution providers. Working with the leading brands, vendors, startups and associations that comprise our economy, The Relevancy Group acts as an educator and trusted advisor in the aim of optimizing omnichannel connected marketing strategies and tactics. The Relevancy Group publishes research on email, social, mobile, display, data management, digital marketing, wearables, and the Internet of Things, as well as publishes The Marketer Quarterly, www.marketerquarterly.com the free digital magazine for marketers by marketers.