February 3, 2010: summarized from Direct Magazine -- Here’s a question for marketers: If three-quarters of you acknowledge using tools for personalizing offers is a priority, and four in five of you say it’s important to increase Web site visitor value through compelling product and content offers, why are only half of you using personalization tools?
Coremetrics, a marketing optimization firm, discovered this disconnect in a recent survey. Among its other findings, 47% said they would determine whether 2009 had been a good year by evaluating their performance metrics. Fair enough. But 62% aren’t confident they’re tracking the right performance metrics.
"Business leaders are aware of the value online marketing provides, but there is a disconnect in that many are not sure they are utilizing it effectively," John Squire, chief strategy officer of Coremetrics said in a statement. "Companies that can harness marketing technology can then get the most meaning and value out of the data they collect from it. In turn this enables companies to personalize their marketing efforts and create a competitive advantage."
Read more at: http://bit.ly/ddu6oW
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