BOSTON, MA -- (Marketwired) -- 06/13/13 -- Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), today announced the publication of new research reports from its Marketing Effectiveness and Strategy, Human Capital Management, and Supply Chain Management research practices.
The "Data Management Drives Marketing Automation Platform Value for Best-in-Class" research study by Trip Kucera, Senior Research Analyst for Aberdeen's Marketing Effectiveness and Strategy practice, discusses the significant gap between the performance of top firms with regards to their data management, and their lower-performing peers. As the report shows, the average customer is hit by ten marketing touches in the course of his or her journey through the pipeline, making proper management of the data regarding this volume of interactions more important than ever. Today's buyer's journey is typified by highly informed and thus highly empowered customers. This report demonstrates the business value of a focused approach to automation. To obtain a complimentary copy of the report visit: http://www.aberdeen.com/Aberdeen-Library/8518/AI-marketing-data-management.aspx
The "Building the New Database of Intentions with Real-time Marketing Analytics" research study by Trip Kucera, Senior Research Analyst for Aberdeen's Marketing Effectiveness and Strategy practice, explores the use of databases in marketing, in particular the emerging use of internet-resources and the data that derive from them. The report details how 90% of top performing companies make use of database tools, compared to significantly lower percentages of others. This research indicates that organizations are becoming increasingly successful at targeting 'audiences of one' in their pursuit of ever more effective messaging. To obtain a complimentary copy of the report visit: http://www.aberdeen.com/link/sponsor.asp?spid=30410182&cid=8405&camp=2.
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