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Relationship Marketing - Improving Campaign Revenues Through Behavioral Marketing Tactics

Published by: Jupiter Research Corporation

Published: Sep. 13, 2002 - 32 Pages


Table of Contents


Executive Summary

Landscape: Few E-mail Marketers Use Key Behavioral Targeting Metrics

Outlook: Companies’ Failure to Adopt Analytics Bodes Poorly for Response Rate Improvements

Universal Action Plan: Invest in Behavioral Targeting to Advance Offer Relevance and Campaign Revenues

Industry Action Plan: Retail

Industry Action Plan: Banking and Lending

Case Studies

  • Bank Increases Mortgage Prospects Through Event-Driven, Dynamic E-mail Campaigns
  • HP Reduces Costs on Improved Revenues Through Organizational Coordination and Enhanced Targeting

Vendor Profiles

  • Digital Impact
  • Responsys
  • Unica
  • E.piphany

Report Methodology

Table of Figures

1 Cost/Revenue Comparison of Two-Dimensional and Behavioral Targeting

2 Types of Customer Data Marketers Use to Select Campaign Audiences

4 Biggest Challenges to Improving Results of Companies’ E-mail Campaigns

5 Companies’ Preferences for E-mail Marketing Management

6 Marketers’ Use of Single Data Repository for Customer Data

8 Click-through Rates of Online Marketing Vehicles, 1994-2002

11 Centralized Corporate Structure to Coordinate List Selection and Campaign Execution

12 E-mail Analytics Vendor Landscape

13 Cost/Revenue Comparison of Two-Dimensional and Behavioral Targeting



Abstract

Although marketing technology has matured in the last two years, marketers are trapped in the adolescent stage—mired in organizational conflict and simplistic segmentation ideals. Using behavioral data as a key attribute in customer segmentation can improve revenues by as much as 50 percent while reducing campaign costs over conventional two-dimensional targeting.

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