BizReport

RSS feed Get our RSS feed

News by Topic

BizReport : Ecommerce : July 16, 2013


Yesmail: Survey Reveals Campaigns Driven By Limited CRM

New survey findings released by Yesmail Interactive reveal companies are ignoring rich personal data. Instead, there is too much reliance on basic customer profile information and sales history to drive marketing campaigns.

by Helen Leggatt

yes-mail-updated.pngMarketers are limiting their ability to develop and send personalized, relevant messages, according to Yesmail's survey of executive-level marketers.

Despite an abundance of data being available from multiple channels, most marketers continue to rely on 'legacy practices and internal data' to drive campaigns. More than two-thirds (67%) rely on CRM data, and over half (56%) only use point-of-sale data leaving many struggling to create personal and relevant messaging.

In fact, few of the marketers surveyed incorporate data from other sources to provide a more complete and deeper insight into consumer preferences and behavior. Just 20% of marketers say they have an "excellent" understanding of customers' level of social media participation and only 21% fully understand customer channel preferences.

According to Mike Fisher, president of Yesmail Interactive, "most marketers think they know their customers sufficiently well, revealing a disconnect between self-perception and reality. The survey shows that most companies have a very basic targeting strategy, which limits their ability to truly get to know their customers".

Tags: CRM, customer data, data mining, data strategy, marketing industry, multi-channel, sales data, survey










Subscribe to BizReport




http://www.bizreport.com/2013/07/yesmail-survey-reveals-campaigns-driven-by-limited-crm.html

 

 

Copyright © 1999-2014 BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.