This leaves most organizations to rely on:
•Monthly meetings where insights and intelligence are shared with senior management (59 percent) •Monthly customer insight and analytics reports (57 percent) •Analytics dashboards with limited general user profile information (43 percent)
"This lack of visibility into the key drivers of customer behavior leaves a significant opportunity to drive incremental revenue and improve engagement performance," said Miguel Carrero, Director of Actionable Customer Intelligence Solutions, HP Enterprise Services. "Marketing is being asked to sway behaviors but simply does not have the tools needed to make those core decisions effectively. However, this research also shows that above all else, marketers understand what they need to be more effective and what points of measurement will enable real change and improvements in the customer experience."
Additional key findings from the report show that:
•Marketing is deeply involved in identifying and developing business opportunities, including new pricing plans or new products and services. Twenty-nine percent are driving the process while 36 percent are deeply involved as the key contributor. •Fifty-four percent of marketers are being brought into the pricing and product development discussion from the very start of the process versus 9 percent who feel they are brought in too late in the cycle. •Siloed data is the top reason marketers feel held back in their ability to influence and optimize pricing models. This is followed by the lack of a complete view of the customer (39 percent) and a corporate mindset that is resistant to change (37 percent). •Nearly one in four marketers feels as if he or she is introducing new pricing plans to customers all the time and is heavily leveraging in-store engagements, email and advertising in both traditional and online channels. Unfortunately, half of respondents feel these channels are only moderately effective.
The detailed findings of this study, along with summaries of in-depth interviews with marketing leaders from global CSPs including AT&T, Bell Canada, Deutsche Telekom, Etisalat, MTN, Optus, Orange, Sprint, STC VIVA, Telefonica, Telstra, Virgin Mobile and Vodafone are included in the 90-page comprehensive report, now available for download from (www.cmocouncil.org/r/profitability-from-subscriber-acuity). The study is outlined question by question through summary findings and detailed charts and also includes an infographic.
About HP Enterprise Services
HP helps the world's CSPs transform the way they do business and grow in a fast-changing market. CSPs must meet the huge demand for new, personalized services while building high-speed networks and streamlining internal operations. Facing competition from OTT rivals, CSPs must develop new business models and revenue streams that leverage their core assets, the network and customer information. HP is unmatched in its ability to help CSPs drive transformation, with more than 30 years of telecom experience, global IT leadership, expertise in entertainment and leadership in consumer devices.
HP offers an end-to-end portfolio, including core telecom network infrastructure, convergent IT and telecom solutions, software portfolios for OSS and BSS, service delivery platforms, subscriber data management, cloud service enablement, professional services (including business consulting, integration and managed services/outsourcing), joint go-to-market programs, carrier-grade servers, storage and wireless printers and notebooks.
About the CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 6,500+ members control more than $350 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 35,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies, LoyaltyLeaders.org, CMOCIOAlign.org, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at www.cmocouncil.org.
Director of Marketing Programs and Communications
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