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Amazon.com tops Temkin Web Experience Ratings

BY Dan Berthiaume

Waban, Mass. – Amazon.com was the top-ranked company across 19 industries in the 2013 Web Experience Ratings from Temkin Group. Amazon.com had a score of 77%, almost 21 percentage points higher than the retail industry average.

Other retailers in the top 10 included eBay, tied for fifth place at 70%, and QVC, tied for eighth place at 69%. Taco Bell and Kmart earned ratings that were at least 15 points below the retail industry average. Old Navy was the only retailer to have a double-digit score increase from last year.

According to Temkin Group, the ratings expose an overall poor state of web experiences. Only 6% of companies earned "strong" or "very strong" ratings, while 63% earned "weak" or "very weak" ratings. The research also shows that web experiences aren’t improving. More than half of the companies that were in the 2012 and 2013 ratings earned lower scores this year.

"The web is a key channel, but online experiences aren’t very good and are heading in the wrong direction," said Bruce Temkin, managing partner of Temkin Group.

The Temkin Web Experience Ratings are based on consumer feedback on companies with which Temkin Group survey respondents have recently interacted. Consumers are asked how much they trust those firms.

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Report: Data drives marketing value

BY Dan Berthiaume

Indianapolis – Almost eight-in-10 (78%) marketers report feeling pressure to become more data-driven, but only a little more than a third of companies (36%) say they routinely use data-driven marketing to customize messages and offers, in order to improve customer experience and campaign performance. Teradata’s Data-Driven Marketing Survey 2013 also indicates within two years more than 80% of marketers will have implemented or begun projects that automate data quality, performance management and marketing workflow processes.

Teradata views data-driven marketing as the combination of collecting and connecting large amounts of data, rapidly analyzing it and gaining insights, and then bringing those insights to market via marketing interactions tailored to what’s relevant for each customer. Other data the study revealed about the state of data-driven marketing includes:

  • Nearly 50% of marketers agree that data is the most underutilized asset in their organization, with less than 10% saying they currently use what data they have in a systematic way.
  • Seventy-one percent of marketers say they plan to implement a big data analytics solution in the next two years.
  • Just 18% of marketers say they have a single, integrated view of customer actions, yet it is one of marketers’ top priorities for future improvement.
  • Seventy-five percent of marketers who try to calculate their return on marketing investment (ROMI) encounter problems, mostly in the lack of system integration.
  • Forty-two percent of marketing executives agree that integrating the cross-channel customer experience is a top priority.
  • Nearly 65% of marketers agree that silos within their marketing department prevent them from having a holistic view of a campaign across channels.

The Teradata Data-Driven Marketing Survey 2013 was conducted through a blind online survey of more than 2,200 marketers worldwide from individual contributors up to top executives between March 8 and May 4, 2013.

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J.C. Penney names Kraft exec as senior VP marketing

BY Dan Berthiaume

Plano, Texas – J.C. Penney has named Debra Berman as senior VP marketing. Berman previously served as VP marketing strategy and engagement at Kraft Foods Group since 2009.

"Debra Berman is an enormously talented marketing executive, and her desire to join the J.C. Penney team is a testament to our brand and its potential," said Myron E. (Mike) Ullman III, CEO for Penney. "Her broad experience and success as a marketing strategist for major consumer brands make her the ideal leader to help us continue to reconnect with our core customer through effective promotions and campaigns that will increase excitement and loyalty now and over the long term."

Berman will report directly to Ullman and serve on the Penney board. Prior to joining Kraft, Berman spent nearly five years as strategic planning director at DDB Advertising, and before that held senior strategy planning roles at Sterling Brands, Young & Rubicam and Swander Pace and Company.

"There is huge opportunity to remind America’s families why it is so great to shop at J.C. Penney while attracting new customers to the brand,” said Berman. “This can be achieved through targeted campaigns that creatively highlight our unique and authentic combination of style, quality and value. I am eager to begin working with Mike and the entire team to restore J.C. Penney’s place as an iconic destination for customers for important occasions and all the times in between.”

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