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Retailers lead other industries in adoption of best practices for modern marketing

Ike Suarez | Feb. 5, 2015
Findings revealed in global survey by Forrester Consulting for Oracle Corp.

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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