SAN DIEGO - The Knowledge Capital Group has published a new report on how marketing optimization can help companies be more competitive. Sponsored by HNC Software Inc.; E.piphany; NCR; PrimeResponse; and Unica, the study shows a shift from a mass-market approach toward a more engaging, personal, and interactive form. "World-class corporations realize they must make an important shift it they are to become truly customer focused. Instead of seeking customers for products, they must find products for customers," said KCG Managing Director Britton Manasco. "It's clear that the discipline of marketing is becoming more critical than ever to business success." The study identified three critical elements of marketing-customer analysis, campaign management, and interactive marketing- can be enhanced by tools available on the market today. In addition, KCG reports that the benefits of automation include more effective cross-selling and up-selling; higher customer retention and loyalty; higher customer profitability; higher responses to marketing campaigns; and more effective investment of scarce resources. For more information or to obtain a copy of the study, contact Patsy Campbell at 858-799-8206 or via e-mail pdc@hnc.com.
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From the March-28, 2001 issue of Credit Union Times Magazine • Subscribe!
Study points to benefits of optimizing marketing efforts
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