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Research finds marketing decision making is increasingly based on numbers

~ SPSS survey reveals growing need for facts and figures ~

October 02, 2009

The economic recession is forcing marketers to change their decision making processes according to research by SPSS Inc., the leading global provider of Predictive Analytics software and solutions. The research revealed that marketers are increasingly analysing return on investment from previous campaigns to help make decisions for future campaigns.

A survey into current marketing thinking, which research firm Vanson Bourne conducted among 100 marketing professionals on behalf of SPSS, found that more than half of respondents (53%) are now taking a different approach to marketing decision making. Four out of five respondents (83%) stated this is a direct result of the current economic climate.

When questioned, 31% said proven return on marketing investment is now used as part of the decision making process, compared to 25% historically. Marketers are using a range of tools to justify their choices, including market research (73%), marketing analysis (62%) and predictive analytics (36%).

However, more than one-third (36%) still only rely on simple intuition combined with proven results to determine the nature of their marketing activities. And, seven per cent still rely on gut feel alone, even with the sophisticated tools and technology available.

By analysing customer data and the returns of campaigns, marketers can gain comprehensive insight and actionable foresight on customer behaviour and preferences, which enables better targeting of future campaigns and offers, anticipation of customer actions, and selection of specific messaging and content.

Thanks to the automation and seamless integration of analytics into marketing systems and processes, it is becoming easier for marketers to drive continuous improvement of campaigns and hence optimise bottom line results.

Executive quote

“Return on investment often comes bottom of the pile as marketers scramble to meet their business objectives to acquire and retain customers at almost any cost,” said Colin Shearer, senior vice-president of strategic analytics at SPSS. “However, the research shows that, at a time where budgets are more and more scrutinised, things are beginning to change. Decision making in marketing is evolving as marketers start to do the maths in order to justify their choices.”

He added, “A scientific approach is an absolute necessity for modern marketing, not just in terms of measuring and proving success, but also to support the decisions that drive successful marketing.”

About the company

SPSS Inc. is a leading global provider of Predictive Analytics software and solutions. The Company’s complete portfolio of Predictive Analytics Software <http://www.spss.com/software/?source=homepage&hpzone=nav_bar> (PASW) products – data collection, statistics, modeling and deployment – captures people’s attitudes and opinions, predicts outcomes of future customer interactions, and then acts on these insights by embedding analytics into business processes. SPSS Solutions address interconnected business objectives across an entire organisation by focusing on the convergence of analytics, IT architecture and business process. Commercial, government and academic customers worldwide rely on SPSS technology as a competitive advantage in attracting, retaining and growing customers, while reducing fraud and mitigating risk. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For more information, please visit www.spss.com <http://www.spss.com/> .

Contact details

For further press information and photography please contact:
Jade Wilkinson at LEWIS, the PR agency
Tel: +44 (0)20 7802 2626
Email: spssuk@lewispr.com
Website: www.lewispr.com <http://www.lewispr.com>

For enquiries about SPSS, please contact:
Emma Bennett
Tel: +44 (0) 1483 719 200
Email: ebennett@spss.com
Website: www.spss.com <http://www.spss.com>

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