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Speed-Trap report finds that most marketers are now ready for cross-channel integration

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The Econsultancy and Speed-Trap CRM 2.0 Survey Report has found that, although only 16% of organisations today are able to combine online and offline marketing activity to maximise sales, the vast majority of organisations are now actively looking to capture and integrate the information required into an effective multi-channel strategy.

The research was undertaken by Econsultancy during November and December 2008 and involved asking over 500 companies and agencies to what extent they had implemented a CRM 2.0 strategy. The researchers’ key findings include:

  • 83% of organisations either definitely or somewhat put their customers at the heart of their decision making

  • 64% of companies would like to link online and offline data to optimise the user experience — but only 22% of companies can do so today

  • 72% would like to link real time and historical data

  • 73% want to carry out real-time personalisation based on behaviour

  • 26% are committed to creating customer conversations

  • 25% say they definitely treat their customers as individuals whether online or offline

“As the online channel takes an increasing mainstream role in revenue generation and customer acquisition, this research reveals that organisations across every market sector recognise the need to improve customer personalisation and cross-channel integration,” says Malcolm Duckett, VP of operations at Speed-Trap.

“Traditional web analytics solutions over-promised and under-delivered, leaving too many organisations complacently accepting inadequate web information,” Duckett says. “But the research reveals that organisations are keen to achieve the multi-channel vision and improve personalisation, especially now that the technology required to do so is available.”

Duckett concludes, “It is extremely positive to see that organisations are now actively looking to leverage the next generation of technology to improve the integration of offline and online information and collect behavioural, aspirational and engagement data. Critically, this data can then be used to drive highly personalised (one-to-one) and innovative multi-channel offers via automated marketing programs and business processes.”

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