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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