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Multi-channel Communications Measurement and Benchmarking

Publication Date: December 2008
Service: Production Workflow & Custom Communications

Introduction

Multi-channel communications help marketers measure the effectiveness of marketing campaigns by providing real-time metrics for monitoring, measuring, and benchmarking campaign success – vital to any marketer. Additionally, multi-channel communications provide the PSP/MSP with new value-added service opportunities such as e-mail campaigns, Web design, personalized URLs, and marketing campaign management.

We believe it is time to perform an in-depth assessment of the changes that have taken place with measurement and benchmarking metrics derived from multi-channel marketing communications, as well as the benefits associated with those changes. With the help of our clients, we would also like to evaluate the future course of the multi-channel communications industry.

InfoTrends is launching a new study, Multi-channel Communications Measurement and Benchmarking, which will provide a complete analysis of the needs of marketing executives, an understanding of the impact that multi-channel communications is having on the ability to track and measure campaign results today, and the effects multi-channel communications will have in the future. It will provide context and direction for PSPs, MSPs, enterprises, equipment suppliers, and solution participants across the industry value chain.

Project Objectives:

• Establish the importance of campaign measurement metrics
• Understand how key enterprise marketing initiatives are affecting user requirements for campaign management
• Demonstrate how multi-channel communications impact measurement metrics
• Look at best-of-breed case studies and outline best practices
• Learn from the marketing professional about the need, requirements, and benefits of multi-channel marketing
• Learn from PSPs/MSPs who have successfully implemented campaign measurement metrics
• Highlight multi-channel communications solutions used for marketing measurement and benchmarking

Analysis and Project Deliverables

InfoTrends’ professional staff will perform extensive analysis of the desk research, one-on-one interviews, and structured surveys to develop an understanding of the opportunities and issues surrounding multi-channel communications measurement and benchmarking initiatives and the dynamics of this market. Clients will receive a combination of reports, presentation materials, and data for use by senior management, product managers and planners, sales staff, and marketing executives and managers. These materials will include:

• An executive summary that addresses key issues and presents findings and salient recommendations
• A detailed written report with text, charts, tables, and graphs that presents the detailed findings of the research, including case studies
• A set of presentation-style overheads to assist subscribers with their internal communication of the objectives, findings, and recommendations
• A data book containing details generated by the structured surveys for use by the subscribers in further analysis and segmentation

Getting Started

For more information on the study or to sign up as a participant, contact Jennifer Skerrett at +1 , ext. 111 or via e-mail at . Early subscriber discounts are available until April 30, 2008. Clients that sign up early can also provide input and review of the structured surveys.