2nd Annual Predictive Marketing
Survey January 2015
Methodology
• Survey of 132 mid-market retail executives conducted in early January 2015.
Less than $50M 38 $50-$500M 49 More than $500M 45 Grand Total 132
Customer Data is no longer in the hands of IT
75%
11%
2% 2% 10%
Marketing IT Data Analysis/Consumer Insights/BI Ecommerce Other
Prediction: Marketers will be the primary owners of customer data
Web and email are a necessity to most
Prediction: Web and email will continue to be top investments
60
65
70
75
80
Web Email
2014 2015
67%
77%
66%
76%
Print has become the least invested in channel
Prediction: Print advertising will continue to decline
0
12.5
25
37.5
50
62.5
Print Direct Mail Radio Tv Display
Which channels do you see declining in 2015?
48%
39% 35%
24%
14%
Omni-channel marketing is still immature, but growing quickly
Prediction: it may be several years until everybody has a unified view of customers
0
22.5
45
67.5
90
112.5
Don’t have a cohesive omni-channel
marketing strategy
Don’t have a single solution to manage
campaigns across all channels
Don’t have a unified view of their customers
86% 83%
68%
Omni-channel marketing is still immature, but growing quickly
Prediction: 2015 will be a year for investments in customer profiles and omni-channel
0
15
30
45
60
of those who don’t have a unified view of the customer, plan to
invest in this area in the next 12 months
of those who don’t have a cohesive omni-channel marketing strategy plan to improve in this area in the
next 12 months
56%
42%
There are still significant obstacles to delivering omni-channel experiences.
Prediction: A new generation of omni-channel marketing solutions will emerge.
0
6.25
12.5
18.75
25
31.25
Understaffing Lack of access to customer data Siloed marketing solutions
What are the top road blocks to omni-channel marketing?
Poor data quality makes it difficult to implement predictive marketing
31%
55%
14%
Yes No Planning in the next 12 months
Prediction: Data cleansing will rise in priority during 2015
Do you de-duplicate, cleanse or update customer profiles daily?
The use of predictive analytics by marketers is on the rise
Prediction: By the end of 2015 most marketers will use some form of predictive analytics.
0
8
16
23
31
39
31%
24%
Marketers who don’t use any predictive analytics in their marketing
2014 2015
The use of predictive models in marketing increased 29% in the past 12 months.
Many marketers are running one form of personalized campaign or another
Prediction: No marketer will rely exclusively on batch and blast campaigns
0
8
16
23
31
39 87%
91%
Marketers who run at least one personalized campaign:
2014 2015
2014 2015
Abandoned Cart 39% 55%
New Customer Welcome 53% 54%
Email Retargeting 36% 51%
Post Purchase Recommendation 24% 28%
Lapsed Customer Win Back 30% 27%
VIP Customer Program 26% 27%
Many marketers are running one form of personalized campaign or another
Prediction: No marketer will rely exclusively on batch and blast campaigns
Which of the following programs have you completely implemented?
Campaigns that rely on predictions are not yet widely adopted
Prediction: There will be an increase in the use of likelihood to buy models
Are you running each of the following predictive marketing campaigns?
0
7.5
15
22.5
30
Lapsed customer win back VIP Customer Program Pre-purchase Recommendations Pro-active Touch of at Risk Customers
27% 27%
18%
7%
Key Take Aways
• Omni-channel marketing is still immature, but growing quickly
• Most marketers use some form of predictive models, and some form of personalized campaigns.
• It will rapidly become unacceptable to run only batch and blast campaigns.
• Many marketers still lack a unified view of the customer and data cleansing.
• Omni-channel marketing and a unified view of the
customer are huge investment areas for marketers in 2015.
Top Related