Industry Leaders use Customer Analytics to optimize Marketing Performance

New Aberdeen Report spotlights “Offer Optimization: Using Customer Analytics to Improve Marketing Performance”. In this study, they reveal that companies are increasingly harnessing the power of customer analytics to improve the effectiveness of their marketing investment. This enables them to make smarter decisions and obtain greater control over their marketing outcomes.

Every company weathering the current storm needs to understand their customer’s behavior and act upon that information to deliver the best mix of product offers for each customer. Furthermore, it is key to know the efficacy of campaigns to squeeze more profit out of the same marketing dollar. Companies need to continuously advance the frontier of data modeling and actionable insights in their quest to optimize returns in a challenging economic environment.

Jeff Zabin, research fellow at Aberdeen, researched 200 diverse enterprises engaged in data-driven marketing improvements. The study starts by highlighting the striking performance disparities between Best-in-Class, Industry Average and Laggard companies. In the second part, it benchmarks the various technologies, organizational resources and performance metrics adopted by the companies for success. The report concludes with a roadmap for marketers, identifying the analytic capabilities and business processes required to help spur performance improvements in data-driven marketing with a line of sight to making Offer Optimization a reality.

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Aberdeen Group, a Harte-Hanks company, is the leading provider of fact-based research and market intelligence. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action. Founded in 1988, Aberdeen has established the market leading position as the “voice that matters”.

Indus Insights is a specialized consulting firm that assists organization in leveraging analytics to drive business performance. They use state-of-the-art mathematical and statistical techniques to unlock game-changing insights hidden in data; and then translate these insights into actionable strategies.

American Express to sell insights from its database

American Express announced the launch of its Business Insights division, a new analytics organization that will draw on the company’s global network to help business customers develop better informed growth strategies.

Business Insights will analyze its transactional data to identify spending patterns on its 90 million cards in force across 127 markets. Currently, the credit card giant offers AmEx partners data-driven insight on where they should advertise and locate stores. This new unit will offer the service to any business willing to pay for it.

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American Express, also known as AmEx, is a diversified global financial services company headquartered in New York. Founded in 1850, it now operates in over 130 countries across the globe.

Indus Insights is a specialized consulting firm that assists organization in leveraging analytics to drive business performance. They use state-of-the-art mathematical and statistical techniques to unlock game-changing insights hidden in data; and then translate these insights into actionable strategies.