Marketers Require Better Tracking, Reporting

Marketers face challenges in determining what drives effective customer acquisition and retention. That's according to "Select & Connect: Strategies for Targeted Acquisition and Retention," a report released by the CMO Council. (via ClickZ)
  • 36% of firms in the survey have no formal system for tracking marketing's role in customer acquisition, retention, and value creation.
  • 25% say they have a good degree of grading, scoring, and prioritizing.
  • 21.6% maintain a database for channel and sales access. 
  • 48% monitor churn and retention rates 
  • 42.4 percent don't and 12.8 percent aren't sure what their company does to monitor such activities.

New technologies like Web site optimization (SEO), Webinars, online communities, content syndication, and blogging account for just 8.3 percent of prospecting. The 8 percent is broken down into SEO (50.9 percent), Webinars (27.6 percent), online communities (8.6 percent), content syndication (7.4 percent), and blogging (5.5 percent).


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