Retail organisations lead other industries in the adoption of best practices in modern marketing--the use of real time predictive models in combination with statistical techniques.
This was according to a press statement by Oracle Corp. as it announced findings of a Forrester Consulting survey.
The study showed that organizations that embraced modern marketing processes outperformed their non-modern marketing peers in key performance indicators such as revenue growth, market leadership and workplace excellence.
The press statement said that 46 % of retail organizations have intelligent targeting capabilities to provide real-time feedback and advanced insights for enhanced customer engagements and marketing effectiveness.
This percentage contrasted with the 31% of other industries.
Likewise, 42% of retail organizations now leverage a fully integrated cross-channel marketing platform for enhanced marketing orchestration.
By contrasts only 14% in other industries surveyed had such platforms.
The global study surveyed 492 marketing decision makers from various industries in the United States, United Kingdom, Germany, France and Australia.
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