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Integration is a Key Factor to Generating a Greater Return on Investment

Our friends at MarketingExperiments, an internet based research lab that conducts experiments in optimizing sales and marketing processes, just released their second Quarterly Research Journal. The focus of the research efforts was to challenge certain so-called “best practices” through the use of rigorous scientific methods.
Online testing is a powerful resource for discovering the optimal messaging for offline campaigns due to its low cost, speed, and reliability. In fact, in almost every instance you can use online testing to cost-effectively pre-test your offline campaigns.
There were some surprising findings. Here are just a few:

•    Discovered a 124% conversion increase from tying online efforts to an offline campaigns, even though there was no direct correlation between the two.
•    The research analysts created a 1:n marketing approach that produced a 109% lift and required no segmentation.
•    The research analysts also found a hidden 31% gain be delving into some often-overlooked technology blind spots. What might your enterprise-level optimization
Overall on of the key take ways is – integration is key. While your company or marketing department may be divided into different online and offline divisions, your customers do not see things that way. By ensuring all of your efforts are tightly integrate, you will improve your results and generate greater ROI on investments that your company is already making.

For a full copy of the report click HERE