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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Marketers Maintain Use <strong>of</strong> Offline Data in Offer Decisioning<br />
Given the seismic shift in marketing caused by the Internet, it’s interesting<br />
to understand the impact on the use <strong>of</strong> traditional <strong>of</strong>fline data in<br />
marketing. Respondents report high usage <strong>of</strong> integrated <strong>of</strong>fline data in<br />
<strong>of</strong>fer decisioning (similar to their high use <strong>of</strong> online data).<br />
Figure 9: Use <strong>of</strong> Offline Data when Making Decisions about<br />
<strong>Marketing</strong> Offers<br />
Q. Is your company currently using or planning to use <strong>of</strong>fline data when making<br />
decisions about marketing <strong>of</strong>fers?<br />
Base: Total Sample (155 Respondents)<br />
Email Is the Channel where Both Online and Offline Data Are<br />
Most Likely Used in Decisioning<br />
Offline data, like online data, is used consistently across all marketing<br />
channels. Interestingly, email is the channel where both online and <strong>of</strong>fline<br />
data are most likely to be used in decisioning – it even ties direct mail for<br />
<strong>of</strong>fline use!<br />
Figure 10: Use <strong>of</strong> Offline Data When Making Decisions about <strong>Marketing</strong><br />
Offers by Channel<br />
Q. In which <strong>of</strong> the following channels is your company using or planning to use <strong>of</strong>fline data<br />
when making decisions about 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 7
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