<p>In-depth research into multi-channel marketing strategies reveals clear plans to improve online and offline integration and deliver multi-channel personalisation </p>

<p> </p>

<p>13th February, 2009</p>

<p> </p>

<p>Executive Summary</p>

<p>* 83% of organisations either ‘definitely’ or ‘somewhat’ put their
<br />customers at the heart of their decision making
<br />* 64% of companies would like to link online and offline data to
<br />optimise the user experience
<br />* 72% would like to link real time and historical data
<br />* 73% want to carry out real-time personalisation based on
<br />behaviour</p>

<p>The Econsultancy / Speed-Trap CRM 2.0 Survey Report is launched today and presents new insight into the reality of multi-channel strategies. </p>

<p> </p>

<p>According to the research, only 16% of organisations today are able to combine online and offline marketing activity to maximise sales. But the vast majority of organisations are now actively looking to capture and integrate the information required into an effective multi-channel strategy.</p>

<p>The research, published by Econsultancy in association with Speed-Trap (a customer insight software provider) surveyed more than 500 companies and agencies about the extent to which either they or their clients had implemented a CRM 2.0 strategy.</p>

<p> </p>

<p>Econsultancy research director, Linus Gregoriadis said: “The research shows that companies want to optimise and personalise the customer experience across different channels, but are held back by technical limitations and internal political obstacles. More specifically, many organisations struggle to relate web data to individual customers.”</p>

<p> </p>

<p>However, the CRM 2.0 Survey Report clearly reveals that the online market is maturing; some organisations are no longer treating the web as a separate channel but an integral component of overall strategy. </p>

<p> </p>

<p>“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,” said Malcolm Duckett, VP Operations at Speed-Trap. </p>

<p> </p>

<p>The research reveals that 83% of organisations either definitely or somewhat put their customers at the heart of their decision making; over a quarter (26%) are committed to creating customer conversations, whilst 25% definitely treat their customers as individuals whether online or offline.</p>

<p> </p>

<p>The report also revealed that while organisations have been content to deliver marketing strategies based on ‘siloed’ channel data, growing numbers are looking to achieve far greater integration.</p>

<p> </p>

<p>Today, while only 22% of companies can link online and offline data to optimise the user experience, this is the objective of almost two thirds of organisations (64%). In addition, 72% would like to link real-time and historical data; and 73% want to carry out real-time personalisation based on behaviour.</p>

<p> </p>

<p>“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.”</p>

<p> </p>

<p>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 – a scheme that can easily and quickly lead to significantly increased profitability.”</p>

<p> </p>

<p>Report URL</p>

<p><a href="http://econsultancy.com/reports/crm-2-0-report">http://econsultancy.com/reports/crm-2-0-report</a&gt; </p>

<p> </p>

<p>Journalists</p>

<p>Journalists and bloggers can email or call Econsultancy for a complimentary copy of the report and / or further information. </p>

<p>Aliya Zaidi, Senior Research Analyst, Econsultancy </p>

<p>(e: <a href="mailto:aliya.zaidi@econsultancy.com">aliya.zaidi@econsultancy.com</a> ; t: + 44 (0)207 681 4052)</p>

<p> </p>

<p>About Econsultancy</p>

<p>Econsultancy is an independent community-based publisher, focused on best practice digital marketing and e-commerce. Our hub has 80,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. </p>

<p> </p>

<p>We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking.</p>

<p> </p>

<p>For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.</p>

<p> </p>

<p>Join Econsultancy today at <a href="http://econsultancy.com">http://econsultancy.com</a&gt;. </p>

<p> </p>

<p>About Speed-Trap</p>

<p> </p>

<p>Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyse interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of your online applications – complete online customer insight.</p>

<p> </p>

<p>Speed-Trap’s systems have come to define a new approach to the integration of on-line applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, process and performance data from any internet, intranet or extranet application.</p>

<p> </p>

<p>Speed-Trap’s customers use their patented and tag-free Dynamic Collection™ solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability & Design, CRM systems and Web Analytics. </p>

<p> </p>

<p>With an integrated, interactive reporting suite and options to directly populate Enterprise Data warehouses via its alliance with Teradata, it represents the leading edge of advanced on-line channel data capture, analysis and delivery systems. Companies like The SAS Institute utilise Speed-Trap’s technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.</p>

<p> </p>

<p>Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world.
<br />Direct customers include Alliance & Leicester, AXA, directgov, Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA, Detica and Zencos LLC.</p>

<p> </p>

<p>For further information, please contact:</p>

<p> </p>

<p>Malcolm Duckett </p>

<p>Will Gardiner</p>

<p>Speed-Trap
<br />itpr</p>

<p>Tel: +44 (0) 1635 230 630</p>

<p>Tel: + 44 (0) 1932 578 800</p>

<p>Fax: +44 (0) 1635 230 435 </p>

<p>Fax: + 44 (0) 1932 578 801</p>

<p>Email: <a href="mailto:malcolm.duckett@speed-trap.com">malcolm.duckett@speed-trap.com</a>
<br /> </p>

<p>Email: <a href="mailto:willg@itpr.co.uk">willg@itpr.co.uk</a> </p>

Published on: 2:30AM on 19th February 2009