The Aberdeen Group surveyed and interviewed 200 companies to gain an understanding of how best in class organizations select, deploy and measure precision marketing techniques. The data shows that 30% of companies identified as top performers use WebTrends, which is the highest share of any vendor across a wide range of technologies. The next largest vendor share of best in class was 21%.
Precision Marketing is defined as "driving continuous performance improvement through the use of personalization, segmentation, analytics, rules-based interactions, customer profitability scoring, decision-trees and/or closed-loop marketing planning and execution processes."
The research demonstrates that effective precision marketing techniques lead to improved customer retention rates, higher revenues from cross- and up-sell campaigns, enhanced levels of customer satisfaction and a greater share of each customer's wallet. In fact, companies exhibiting best-in-class precision marketing techniques and characteristics enjoy annual performance rates that are 2X higher than other benchmarked groups in these key metrics:
- Customer retention rates
- Customer satisfaction levels
- Profitability per customers
- Profitability per customer transaction
- Percent of customers purchasing multiple products or services
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