The State of Marketing 2010 Unica's Global Survey ... - Light Reading
The State of Marketing 2010 Unica's Global Survey ... - Light Reading
The State of Marketing 2010 Unica's Global Survey ... - Light Reading
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Centralized Decisioning Adopted by Forward‐Looking<br />
Marketers and Poised for Growth<br />
"Centralized Decisioning" technology coordinates outbound and inbound<br />
marketing through a single system maintaining a comprehensive contact<br />
and response history. <strong>The</strong> more marketers can centralize matching<br />
customers to marketing messages and <strong>of</strong>fers, the easier it is to have a well‐<br />
orchestrated dialogue with customers. One quarter <strong>of</strong> marketers are using<br />
centralized decisioning technology. While this is relatively small<br />
penetration, 40% say they plan to adopt it in the future, and more than<br />
half <strong>of</strong> those will adopt in the next 12 months.<br />
In the short term there are no differences across geographies, but longer<br />
term, Europe is more receptive to Centralized Decisioning. 25% <strong>of</strong><br />
European marketers plan to use Centralized Decisioning more than 12<br />
months from now (only 11% <strong>of</strong> North Americans) and 26% <strong>of</strong> North<br />
Americans have no plans (only 13% <strong>of</strong> Europeans).<br />
Figure 5: Company Expected Usage <strong>of</strong> "Centralized Decisioning”<br />
Q. What is your company doing or planning to do with centralized decisioning?<br />
Base: Total Sample (155 Respondents)<br />
Adoption Slowed by Organizational and Financial Concerns<br />
Not Technical Barriers<br />
When asked what prevents marketers from adopting centralized<br />
decisioning, the biggest barriers are:<br />
1. Not being internally ready ‐ e.g. organizational structure, corporate<br />
culture or internal processes<br />
2. Financial barriers ‐ lack <strong>of</strong> budget<br />
Lack <strong>of</strong> budget was selected as a barrier by almost all European<br />
respondents (86%) and on a wide basis among North America respondents<br />
(69%). Not too surprisingly, non‐marketing executives see the lack <strong>of</strong><br />
executive sponsorship as a major barrier; whereas the executives<br />
themselves don’t have this problem.<br />
Figure 6: Ranking <strong>of</strong> the Top 3 Potential Barriers to Achieve<br />
"Centralized Decisioning”<br />
Q. What are your biggest barriers to adopting centralized decisioning?<br />
Base: Total Sample Answering Familiar with the Concept, Know What Company Is Doing<br />
in This Area AND Rated Item as Being a Barrier (114 Respondents)<br />
Unica Corporation | www.unica.com 5
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