The State of Marketing 2010 Unica's Global Survey ... - Light Reading

SURVEY METHODOLOGY
Unica Global Marketing Survey was fielded to over 150 online and direct marketing professionals.
Online surveys were completed in Q4 2009 within 2 geographic regions among Unica customers and prospective customers.
North America represents respondents from the U.S. & Canada. Europe represents respondents from 12 European countries that are large technology
markets.
The average survey response time was 16 minutes.
All respondents were rigorously screened to ensure participation by the right respondents within the right companies according to the screening
requirements below:
Responsible for at least one targeted marketing function: all marketing functions; cross‐channel customer experience management; customer
insight or analysis; direct or database marketing; email marketing; field or channel marketing, sales support, and/or trade promotions; marketing
operations; online advertising; search engine marketing (SEO, PPC); web analytics; or online customer experience.
Involved in the purchase process for marketing software.
Work for companies with annual revenues of US$250M+ to represent mid‐size and large company markets. Surveys were conducted among very
large, large, and mid‐size companies.
Sample sources for the study include: large research panels that are representative of the target market audiences for the study and Unica supplied
sample of customers and prospects from their internal resources.
All surveys were conducted in English.
The incidence of the random research panel samples was 9% and, for Unica supplied samples, it was 49%. Incidence represents the number of people
reached that qualified to participate in the research.
To encourage study participation, Unica disclosed its sponsorship and offered respondents who completed a survey a copy of the survey results.
The margin of error for this sample at the 90% confidence level with a 50% response is +7%.
Unica Corporation | www.unica.com 19