Marketers who use these tools have an opportunity to drive customer engagement and beat the competition.
Redwood City, CA (PRWEB) February 05, 2014
StrongView, a leading provider of email marketing and cross-channel marketing solutions for enterprises, today announced the release of a commissioned study by Forrester Consulting titled “Marketing’s Big Leap” and a complementary StrongView webinar on February 19. The December 2013 study, conducted on behalf of StrongView, features new survey research on the adoption of big data tools and techniques by B2C enterprise marketers as well as the benefits and challenges they can generate. Equally important, the Forrester Consulting study outlines four recommendations that enterprise marketers can follow to increase their big data maturity.
As consumers connect with brands with increasing frequency across multiple channels, they present marketers with the herculean task of making sense of all this interaction data to increase customer value and long-term relationships. This study provides a benchmark by which enterprise marketers can measure their maturity with big data tools and techniques, as well as the strategies that they can employ to improve program performance and customer experience.
StrongView believes that the study’s focus on capturing cross-channel customer interactions to orchestrate the customer experience aligns perfectly with StrongView’s contextual marketing vision called Present Tense Marketing. StrongView helps marketers overcome many of the big data challenges highlighted in this report by combining Message Studio, the company’s cross-channel campaign management solution, with InteractionStore, the industry’s only big data insights solution offering access to unlimited interaction data.
“Marketers know all too well the challenge of using customer insights,” says Rob Brosnan, SVP of Strategy at StrongView. “They tell us over and over again that they struggle with improving performance without harming customer experience or exploding the budget. Innovations in big data storage and management are key to resolving this tension. Marketers who use these tools have an opportunity to drive customer engagement and beat the competition.”
KEY RESEARCH FINDINGS
- Understanding customer interactions across channels is US marketers’ top challenge (46%), followed by getting sufficient budget or staffing (43%) and managing campaigns or interactions across multiple marketing technologies (42%)
- Quick relevant responses to customer interactions is most important factor in success of marketing programs (44%), followed by generating customer insights through analytics and data mining (36%), and greater marketing technology sophistication (26%)
- Big data offers the greatest positive impact on improving customer lifetime value (36%) and understanding customer interactions across channels (33%).
ABOUT THE DATA
Forrester conducted an online survey of 155 B2C cross-industry organizations in the US. Survey participants included decision makers in enterprise marketing and sales. The study began in October 2013 and completed in November 2013.
StrongView's cross-channel marketing solutions provide enterprise marketers with the tools, services and insights required to effectively engage today's constantly connected customers. Combining a powerful cross-channel campaign management solution with market-leading data access and analysis, StrongView's Marketing Cloud enables marketers to understand the current context of each customer and respond in real time with relevant messages across email, mobile, social, display and web.
A champion of "Present Tense Marketing," StrongView is committed to delivering solutions that reflect the new reality of the technology-empowered customer. Based in Redwood City, CA and backed by leading venture capital investors, StrongView has been helping global brands in retail, travel, finance, entertainment and online services overcome the limitations of other marketing platform providers for more than a decade.