Harte-Hanks Introduces Multichannel Marketing Assessment Service
SAN ANTONIO, TX—Oct 07, 2010—To help marketers understand their multichannel marketing prowess in relation to best-in-class companies and their peers, Harte-Hanks, Inc., a global insight-driven, multichannel direct and digital marketing company, has launched Momentium: Multichannel Insight, a strategic assessment tool and process that measures a company's current practices for customer engagement across communications channels and "scores" them—comparing these practices to those companies seen to be "best-in-class" as well as an average score for medium and large-sized companies.
Momentium: Multichannel Insight initially is slated for retail, financial services and global technology companies, with other industries to follow.
The "best-in-class" designation is based on actual research and methodology undertaken by Aberdeen Group, a Harte-Hanks company, with the average score representing the aggregated experiences of multichannel marketing implementations of dozens of companies. Each participating company in Momentium: Multichannel Insight is interviewed extensively by Harte-Hanks experts regarding its current practices, and then receives a report based on its responses which includes an evaluation in comparison to the research as a whole for that company's vertical market.
"Each brand has its own path across the multichannel continuum," said Gary Skidmore, president, Harte-Hanks Direct Marketing. "Collectively, these experiences offer a blueprint that can help create a tailored roadmap to stronger ROI (return on investment). We developed Momentium specifically to meet a market need for greater understanding of insight-driven multichannel marketing and to help companies figure how best to engage their customers across channels."
"Momentium also enables companies to see how they stack up to their peers," said Brian Dames, chief marketing officer, Harte-Hanks Direct Marketing. "Harte-Hanks has always had market-leading database and analytics expertise, and now we're matching that expertise with Aberdeen primary research and our own best practices to provide that roadmap, unique to each client, to help them bring their multichannel marketing performance and customer loyalty to the next step of multichannel maturity."