"The 2011 PACE Benchmark Study shows significant, untapped, data-driven opportunity for many marketers."
Phil Hussey of 89 Degrees
Burlington, MA (PRWEB) March 05, 2012
89 Degrees, a next-generation marketing solutions provider that uses advanced analytics to drive better results for data-intensive marketers, has announced the results of its PACE Benchmark Study, revealing significant untapped data-driven opportunity to produce greater ROI for many marketers.
The twenty-page study analyzes the PACE survey of 153 marketers during 2011 that examined marketing practices according to twenty attributes that measure levels of customer engagement and marketing optimization. Participants represented varying industries and were selected from 89 Degrees clients, the general marketplace and attendees at NCDM 2011, where 89 Degrees President Phil Hussey’s keynote presentation addressed PACE research.
89 Degrees’ proprietary PACE methodology is made up of four distinct pathways to marketing optimization and ad¬vanced customer engagement: program optimization; channel optimization; customer optimization; and enterprise intelligence. The study went on to quantify the relationship between PACE adoption and ROI: high ROI marketers (those returning 700% more per dollar than low ROI marketers), have significantly higher PACE scores. This is consistent with findings among 89 Degrees clients, which show ROI doubling (and often tripling) as a result of PACE implementation. These finding underscore the benefit for marketers who assess their current position within each pathway and devise a plan for improving customer engagement across marketing programs, initiatives, and the enterprise.
“Marketers are faced with an extraordinarily complex set of challenges,” said Hussey. “Data availability is exploding, privacy laws are morphing and cycle time has become real time. Marketers are severely challenged to keep up – they need a roadmap to navigate increasingly complex pathways.”
Assessing marketers’ ability to leverage data-driven programs for optimal performance, the PACE Benchmark Study presents three key findings:
1. The Test & Learn Conundrum
More data and technology is available, yet there are surprisingly low adoption levels for basic test and learn practices. As a result, many are missing the benefits that disciplined direct marketers have been enjoying for years.
2. Bridging the Digital Data Divide
Full integration of multi-channel data is limited to the most sophisticated players. Those who do integrate digital data enjoy significantly higher ROIs due to the multi-channel programs it enables.
3. It’s Time to Pull The Trigger on Behaviorally Targeted Communications
Micro-targeted, high ROI “trigger” programs are widely adopted, but still make up a relatively small portion of marketer’s contacts. Further work needs to be done to scale these kinds of programs to account for a more substantial part of the marketing stream.
89 Degrees will soon be presenting a Leadership series of articles addressing these key points for today’s marketers.
“The 2011 PACE Benchmark Study shows significant, untapped, data-driven opportunity for many marketers,” said Mr. Hussey. “Next generation solutions that incorporate real-time test/learn, bridge the digital data gap, and effectively scale behaviorally targeted communications will enjoy dramatic ROI gains.”
Download the PACE Benchmark Study
Download the full version of the PACE Study at http://bit.ly/wQMw0q to learn how marketers are measuring up against the challenges of today’s marketplace, and how those results can inform your next marketing decisions.
Score Your Marketing
Score your business marketing performance with 89 Degrees’ online PACE Scorecard at http://www.89degrees.com/pace.htm to identify your ROI enhancement opportunities. Once completed, you can choose to contact 89 Degrees to review your profile with experts for advice on how to best optimize your marketing for the future.
About 89 Degrees
89 Degrees -- a next-generation marketing solutions provider that uses advanced analytics to drive better results for data intensive marketers. The full service MSP develops breakthrough marketing programs that connect leading brands with their customers across the digital, direct and social channels. Through the use of the Marketing Intelligence Cloud-based platform, a seasoned analytics team of fifteen professionals, and patent pending technologies, clients enjoy better results, faster, and at a lower cost. The client roster includes top names like IKEA, hhgregg, Hyundai, Kia, Tractor Supply, Hotelera Posadas, Genzyme, Geox and Uno Chicago Grill, and the work wins dozens of creative awards each year. To learn more, visit us at http://www.89degrees.com or e-mail Arthur Sweetser, CMO for 89 Degrees at sweetsera(at)89degrees(dot)com