Marketing cloud technology provider Listrak has released its inaugural Revenue Gap Index, reporting a significantly sub-standard marketing performance from the majority of companies assessed. Out of a total possible score of 100, the average score was 43.8 — and only 20% of those reviewed scored 50 or higher.
The Index looked at the digital marketing efforts of a cross-section of retailers, evaluating them in five key areas: identification and acquisition; broadcast campaigns; behavioral triggers; active personalization; and integrated cross-channel. Listrak observed that these last two categories were the most common areas where businesses are falling short, perhaps due to these being newer topics.
Marketing has increasingly turned digital in order to meet consumers where they are — which is browsing and buying online. The Revenue Gap Index identified trends within the retailers surveyed, noting that legacy retailers often have strong broadcast email campaigns, but a
Article source: https://footwearnews.com/2020/business/retail/listrak-marketing-platform-revenue-gap-index-1203046865/
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