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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Many Marketers Use Web Data When Making Decisions about Offers<br />
For years marketers have been using demographics and transactional data<br />
to segment customers and improve campaign results. Website data<br />
represents a tremendous opportunity to complement this with<br />
information about customer interests, intent, and behavior. A very high<br />
proportion <strong>of</strong> respondents (75%) use this data when making decisions<br />
about marketing <strong>of</strong>fers.<br />
Figure 7: Use <strong>of</strong> Online Data when Making Decisions about<br />
<strong>Marketing</strong> Offers<br />
Q. Is your company currently using or planning to use data about your online visitors and<br />
their behavior on your website when making decisions about marketing <strong>of</strong>fers?<br />
Base: Total Sample (155 Respondents)<br />
Current use <strong>of</strong> online visitor data is already widespread in email, direct<br />
mail, and web <strong>of</strong>fers. Moreover, in the next year, many expect it to be<br />
used in making decisions about marketing <strong>of</strong>fers across all marketing<br />
channels (expected channel use ranging from 51%‐92%). <strong>The</strong> biggest<br />
growth will come from web, call center, and mobile <strong>of</strong>fers in particular.<br />
Based on Unica’s market experience, the reported high rates <strong>of</strong><br />
online/<strong>of</strong>fline integration indicate marketers are using aggregate analysis<br />
and web transaction data. As their use <strong>of</strong> web data matures, they will<br />
transition to individual customer analysis and web behavior.<br />
Figure 8: Use <strong>of</strong> Online Data when Making <strong>Marketing</strong> Decisions about<br />
<strong>Marketing</strong> Offers by Channel<br />
Q. In which <strong>of</strong> the following channels is your company using or planning to use data<br />
about your online visitors and their behavior on your site when making decisions about<br />
marketing <strong>of</strong>fers?<br />
Base: Total Answering Currently Using or Planning to Use Online Visitor Data when Making<br />
<strong>Marketing</strong> Offers (116 Respondents)<br />
Unica Corporation | www.unica.com 6
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