Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Research by SPSS reveals that very few professionals pay attention to the economic effectiveness of their campaigns Marketing professionals seem immersed in a race to win new clients that makes them neglect such important aspects as return on investment, according to a study commissioned by SPSS, the leading predictive analytics software and solutions firm, to the firm of Vanson Bourne inquiry.
The more than one hundred professionals who responded to Andorra Email Lists study declared that their main business objective is to attract and retain customers. Just 5% reported making ROI a top priority, which for Colin Shearer, Senior Vice President of Analytics Strategy at SPSS, is a critical information omission at a particularly tough economic time. “It’s as if the industry has lost its way when it comes to the budgetary and financial implications of marketing campaigns,” he said. “We are no longer in the boom years, and to make sure that the investments pay off, you need to justify all the expenses. “The SPSS study has also revealed that small and medium-sized companies are the most receptive when it comes to measuring the return on investment of a campaign: 16% of marketers working in departments with fewer than five people consider it a priority objective, compared to only 5% of those who work in departments of more than fifty people. Additionally, the research found that some marketers make their decisions based solely on their instincts. 7% of respondents said they used their feelings alone to judge whether marketing activities actually met their objectives, rather than reviewing success stories or evaluating actual results.
Predictive analytics software is one of the main tools for determining ROI effectiveness. The British company Saga, provider of financial, health and holiday services, achieved significant cost savings and an increase in its revenue of one million pounds after the first year. In addition, your marketing department significantly reduced your postage costs when you used it to better target customers to target specific campaigns. “Relying only on instinct is no longer enough. To prove their value within an organization, marketers must be able to demonstrate the success of their campaigns and prove the return on investment, “added Colin Shearer.