89 Degrees White Paper Steers Marketers Past Data Silos

Survey-Based Study Shows Small Business Leading the Way

BURLINGTON, Mass.--(BUSINESS WIRE)--89 Degrees, a customer engagement agency that leverages data and analytically driven strategy for maximum ROI, has released “The Data Silo Breakdown: Achieving Optimized Customer Engagement”, a PACE Yourself white paper from the 89 Degrees Leadership Series.

“The Data Silo Breakdown: Achieving Optimized Customer Engagement”

The six-page brief, based on results from 89 Degrees’ PACE survey and study of 153 marketers’ customer engagement and marketing optimization practices, addresses the benefits and challenges of moving past data silos, and why making that move is an imperative. The study finds that small businesses are leading the way for a variety of reasons, and what larger organizations need to do to catch up.

PACE, the Pathway to Advanced Customer Engagement, is the foundation for 89 Degrees’ proprietary road mapping and benchmarking methodology. The PACE study examines marketing practices according to 20 attributes that measure levels of customer engagement and marketing optimization.

“More and more organizations are finding ways to break down their data silos and realize the significant ROI potential of optimized customer engagement,” said Arthur Sweetser, chief marketing officer of 89 Degrees. “Interestingly enough, our experience tells us that it is the smaller companies that are doing a better job of integrating and optimizing cross-channel data, due in part to their ability to be more agile and make quicker decisions than their enterprise counterparts.”

Pace Survey: Key Data Silo Findings

• While nearly half of companies are successfully adapting marketing messages to the channel, 30% of companies have messages that are siloed.
• Larger companies are more focused on program optimization.
• Surprisingly, small companies are doing slightly better than their larger counterparts at overcoming channel silos, and leveraging that data significantly better for customer optimization marketing.
• Smaller companies make up 87% of the high ROI group.

Breaking through Data Silos: Steps to Take

The white paper reviews steps marketers can take to break through data silos and shows how companies that have overcome data and messaging silos are likely to experience higher optimization and better results in specific areas of customer engagement, including customer capture rate, email prioritization, cross-channel integration, and customized messaging based on past purchase behavior. 89 Degrees also shows how creating a Digital Data Module and Universal Customer I.D. can combine to amplify the results in these and other areas of customer engagement.

“If you can create an environment where disparate digital and traditional data are connected across key customer touchpoints, then you can link a broad range of customer engagement data for a comprehensive view of the customer’s overall engagement with a brand,” said Sweetser. “That’s a huge payoff for taking the necessary steps to break through data silos and engage with your customers the way they – and the marketplace -- demand.”

Download the “Data Silo Breakdown” White Paper

Download “The Data Silo Breakdown: Achieving Optimized Customer Engagement” at http://www.89degrees.com/Pace to learn how to optimize customer engagement by breaking through data silos.

About 89 Degrees

89 Degrees is all about customer engagement. Our results-oriented services combine database expertise, marketing analytics, technology integration, and creative as a means to connect consumers and brands for maximum engagement and ROI. Some of the world’s leading organizations and fastest-growing retailers count on 89 Degrees to drive their multichannel success. For more information visit us at www.89Degrees.com.