Category news stream

Customer-Centric > Analytics & Automated

Improving the Customer Experience Proves The Top Opportunity for 2017 And Beyond

February 15, 2017

Improving the customer experience will continue to be a top opportunity in the coming years, according to a recent study [download page] from Econsultancy and Adobe. A leading 22% share of company marketers surveyed indicated that optimizing the customer experience would be their most important opportunity this year. Read more »

2017 Marketing Budget Trends, by Channel

February 13, 2017

Which channels are marketers going to be investing more - and less - in this year? A review of studies from Econsultancy [download page] and Gartner offers a window into marketers' plans for this year. Hint: social media marketing appears to be ripe for further spending, and enthusiasm around content marketing remains healthy. Read more »

The Biggest Challenges to Contact Data Accuracy

February 10, 2017

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy. So what's the reason for inaccuracies? A study from Experian Data Quality [download page] offers some insights. Read more »

Top 20 B2B Marketing Charts of 2016

January 30, 2017

From content marketing and digital initiatives to demand generation, vendor relationships and programmatic advertising, our collection of 2016's top B2B marketing charts (B2C deck found here) presents an intriguing array of data from both strategic and tactical standpoints, giving B2B professionals insights that can help drive greater marketing effectiveness. Read more »

How Customer Service is Working With Marketing

January 30, 2017

Customer service and marketing are becoming more intertwined, especially considering the impact that service experiences can have on customer retention and loyalty. A new report from Salesforce [download page], based on a survey of more than 2,600 service professionals, outlines the ways in which service teams are collaborating with marketing, noting that almost two-thirds have shared goals and metrics. Read more »

How Are Marketers Improving Data Quality?

January 26, 2017

The quality of marketing data - including measurement data - continues to be an obstacle for marketers. Indeed, while improving data quality is the biggest challenge to marketing data success, it's also easily the most important objective of a marketing data strategy, according to new research [download page] from Ascend2 and its Research Partners. So how are marketers trying to solve this problem? Read more »

Majority of Retailers Expect to Accept Apple Pay by Year’s End

January 23, 2017

More than one-third of top North American retailers accept Apple Pay (36%) and PayPal (34%), and an additional fifth expect to accept these payment options within a year. That's according to the 18th annual POS/Customer Engagement Survey [download page] from Boston Retail Partners (BRP), which is based on a survey of more than 500 top North American retailers. Read more »

Which Emerging Market Research Methods Are Gaining Favor?

January 17, 2017

Emerging market research methods such as mobile surveys and online communities may no longer be deemed "emerging," having well and truly broken into the mainstream, according to the latest edition of the GreenBook Research Industry Trends (GRIT) Report. By comparison, despite some gains in use, methods such as neuromarketing and wearables-based research remain niche. Read more »

Marketing and Sales Measurement Data Cleanliness Remains A Challenge

January 16, 2017

Marketing is becoming more data-driven, but the extent to which such efforts can achieve results is very dependent on the quality of the data at hand. According to new research from Allocadia [download page], some companies have it figured out, but many are still struggling with messy or silo'd data. Read more »

Which Video Ad Targeting Methods Are Popular With Brands and Agencies?

December 27, 2016

Demographic targeting continues to be one of the more frequently used methods for targeting consumers via digital video ad campaigns, according to recent study results from Videology and Advertiser Perceptions. The survey of more than 300 brand marketers and agency advertisers found that demo and behavioral-based targeting were the two most popular targeting methods today. Read more »