The Relevancy Group Expands with the Addition of Tenured Analysts

Boston, March 16 2017

The Relevancy Group, a leading market research and advisory firm, today announced the TRG Growsaddition of Ross Rubin and Joe Laszlo to its expanding business. Mr. Rubin and Mr. Laszlo bring a combined near 40 years of research and analyst experience to The Relevancy Group.

“I had the pleasure of collaborating with Ross and Joe when we worked together at Jupiter Research and am thrilled that we will be shaping the market with our research once again,” said David Daniels, CEO and Founder of The Relevancy Group (TRG).

Ross Rubin will serve as Director of Research Development. Ross will affect our research instruments as well as author syndicated and custom research. Ross has been a technology industry analyst for over 20 years. In 2012, he founded Reticle Research, focusing on research product development and innovation. Prior to this, he was Executive Director and Principal Analyst at The NPD Group, and Vice President and Chief Research Fellow at Jupiter Research (acquired by Forrester Research in 2008).

“As client technologies grow to play a larger role in digital marketing, I’m delighted to be working with David and The Relevancy Group to develop actionable research that defines thought leadership,” said Ross Rubin. Learn more about Ross.

Joe Laszlo will serve as Research Director and Principal Analyst, primarily covering the mashup of Adtech and Martech, which TRG refers to as Madtech.  Joe brings almost two decades of experience researching and advising companies on the evolution of digital media and marketing.  Prior to TRG, Joe spent almost nine years at the Interactive Advertising Bureau, where he most recently managed all of IAB’s committee-and-council-driven programs and served as Director of Research. Joe started his career in digital media in 1999 as an analyst at Jupiter Research.

“As innovation continues to transform advertising and marketing, I’m excited to help TRG’s clients navigate this fast-changing technology landscape, finding the best ways to reach customers and prospects, wherever and whenever they happen to be,” said Joe Laszlo. Learn more about Joe.

Additionally, Claire Gallagher another Jupiter Research and Forrester alum has joined The Relevancy Group as Business Development Manager. Claire brings over 10 years of consultative sales experience in the market research, media, and digital marketing industries. Learn more about Claire.

The Relevancy Group provides buyer’s guides and research reports via their Research Subscriber Series as well as a collection of sponsored white papers and webinars that can be downloaded for free with registration. TRG also publishes a digital magazine The Marketer Quarterly. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon.

#RampUp 2017 – the Oscars of the Madtech World

By Peggy Reinders, Principal Analyst

The who’s who of the Madtech world attended Liveramp’s RampUp17 in San Francisco this week. When looking beyond the sea of blue sport coats and black sweaters, it was apparent that everyone was there. CEOs, CMOs, and VPs of Marketing from over 2000 premium brands, adtech vendors, media publishers, analysts, and industry trade organizations were in attendance. Even sales people with no conference badge were hanging out in the Fairmont Hotel lobby waiting to catch a glimpse, or better yet a meeting, with those top execs.  RampUp17 was the Oscars of the Madtech world! A premier event that brought together a glamorous network of players who all contribute in some way to our digital marketing ecosystem.

“Wow” is the leading exclamation used in Oscar speeches.  At RampUp17, “Identity” was the word.

Identity is the connective tissue that allows for coordinated customer experiences and can enable people-based marketing. As much as we love this ideal, after listening to the various sessions at RampUp17, it was evident that we still need to lay the groundwork for it to be understood.

At the end of the day, many Marketers are confused about Identity and how they should approach it within their organizations. There’s an opportunity for the industry to create a common language around Identity, as well as standards, similar to what we have for ad creative. This puts everyone, Marketers and vendors, on the same playing field.

In addition, Marketers can start tackling Identity with their own use cases. Every organization is unique so they should start with building enough of a customer Identity to generate the insights and engagement required for their business. For some, this may be resolving mobile device IDs and physical address.  For others, marrying cookie IDs with their CRM file may suffice.

The Relevancy Group did research on Identity Management methods and found that adoption is increasing.

Here’s to hoping that as we look back at the Best of 2017, the winner is Identity.

Peggy

The Relevancy Group releases their new ESP Buyer’s Guide and Issue 13 of The Marketer Quarterly

Press Release

BOSTON, March 1, 2017 /PRNewswire/ — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – ESP Buyer’s Guide, 2017.”  The research evaluates seven EPSs (Email Service Providers) that include Adestra, Epsilon Agility Harmony, Experian Marketing Services, IBM Marketing Cloud, MessageGears and Zeta Global.  Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation and breadth. These seven vendors were all named market leaders this year with Zeta Global having the highest customer satisfaction and product functionality scores.

The massive 37 page report also provides details on every aspect of vendor selection and market analysis on email marketer trends as well as deep inspection of the platforms evaluated.

The Relevancy Group CEO and Founder, David Daniels said, “This is our fourth annual ESP Buyer’s Guide and I am very pleased that our clients and the market place continues to seek our insight on vendor selection as well as understand what is most important and challenging for marketers.”

Some of the research findings include:

  • The New ESP Has Arrived: It’s the “Everychannel Service Provider”
  • In 2017, 59 percent of enterprise marketers are utilizing SaaS/Hosted solutions, up from 41 percent in 2016.
  • Utilization of Analytical Services maintains the highest adoption at 64 percent.
  • For the third consecutive year ‘industry expertise’ has topped the vendor selection criteria.
  • Marketers seek reporting, analytics, deliverability tools and security/reliability in their ESP partners.

The Relevancy Ring – ESP Buyer’s Guide, 2017 is available for purchase at $2495.00, and is included in The Research Subscriber Services, that includes 12 reports on email marketing for $5,000.00 annually. http://www.relevancygroup.com/shop/the-relevancy-ring-esp-buyers-guide-2017

The Relevancy Group will be hosting a webinar on Wednesday March 8 [th] at 1PM ET to discuss the findings.  You can register for the webinar at www.relevancygroup.com/events

An excerpt of the research is also included in issue 13 of The Marketer Quarterly, The Relevancy Group’s digital magazine.  Issue 13 also includes interviews with the CMO’s of eBay and Rue21 as well as marketer intensive intel from leading brands including Campbell’s and Ikea. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon. www.marketerquarterly.com

PRLog ID: www.prlog.org/12623420

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/the-relevancy-group-releases-their-new-esp-buyers-guide-and-issue-13-of-the-marketer-quarterly-300416200.html

SOURCE The Relevancy Group

Copyright (C) 2017 PR Newswire. All rights reserved

New Issue of The Marketer Quarterly

Issue 13 of The Marketer Quarterly is available with registration

This issue includes:
– An excerpt of TRG’s ESP Buyer’s Guide
– A day in the life of eBay’s CMO
– How Campbell’s Soup is using social
– Ikea talks about its American Dream
– Rue21 CMO’s digital trek
– 5 Steps to master mobile video
– 21st Century A&R Rules in the Music Business
– and much much more …

Get The Marketer Quarterly online or via The Apps.

Webinar on Consumer Email Marketing Behaviors

Webinar: Handle with Care: Consumer Email Marketing Behaviors

Join The Relevancy Group’s CEO & Founder David Daniels and VP of Research Nicholas Einstein on 2/22 at 1PM when they will take you through this latest research.

We wilWebinar Wednesdaysl Answer these key questions and more:
– Is email still a pervasive communication tool and if so are millennials utilizing it?
– On which devices is email consumed?
– What are the primary concerns for consumers when getting email marketing messages?
– What drives email marketing subscriptions and how many brands do consumers subscribe to?

We’ll talk relevance and what consumers love and hate about the email inbox and email marketing messages. This webinar is based upon new research from The Relevancy Group. Register today and get a copy of the webinar recording which contains new consumer data.

handle-with-care-email-consumer-behaviors

We Love Email

America Loves Email

In our recent research “Handle with Care: Consumer Email Marketing Behaviors” we found that US consumers across age groups love email and almost all of us use email daily.Heart shaped candies for Valentines Day

Join our free webinar on 2/22 at 1PM ET when we will present and discuss this research.  In the meantime, here is an excerpt of the report that demonstrates Americas affection for email.

America is Hooked on Email

The Relevancy Group surveyed 1,000 consumers in October 2016 and found that 93 percent of US consumers check their email daily with most accessing it multiple times days (Figure 1). Nearly a quarter of consumers are engaged with their email hourly or more frequently. There is little to no difference in email usage by gender or by age: everyone uses email (Figure 2). The notion that millennials (ages 18-34) do not utilize email is patently false. Data proves that email is not dying or being replaced. Email remains our digital fingerprint and is necessary to communicate, transact, bank and join any online community. It is doubtful that Bank of America will ever allow people to authenticate their account with a Snapchat handle. Email is here to stay. Email marketers should celebrate the fervent use of email, while approaching the channel with relevance since adoption breeds message overload.

TRG Research

Spread The Love

Spread the Love

By Peggy Reinders – Principal Analyst

Sweet Talk

It’s Valentine’s Day! The Holiday that I’m convinced was created by Hallmark way back when to sell more cards. Men and women everywhere will take time today to express their love to one another. Whether through red roses, heart shaped boxes of candy, Valentine’s cards at school, or the little boxes of conversation hearts, we all join in the celebration of love (or at least we should, if we know what’s good for our relationships). 😉

In the spirit of conversation hearts, I decided to share today what I love about our latest report findings from The Relevancy Group – “The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing”.

Be Mine –  Martech Be Mine. For the first time, we see early signs that using an Identity Management solution or a DMP can enhance marketing results (ie. email CTRs are higher). DMP and Identity Management results are usually tied to advertising or offline sales. This is a first, where we see results tied to Martech!

Valentine candy hearts with "Friend Me" saying

The Relevancy Group found that 15 percent of those who had implemented a DMP or identity management solution had higher email CTR than those that didn’t implement a DMP. On the other hand, only 11 percent of marketers who had used CRM data saw such results. In the 24 percent or greater email CTR segment, nearly 9 percent of users of DMPs and identity management solutions achieved that level as opposed to only 6 percent of the total.

As Marketers move beyond CRM data to DMPs and Identity Management solutions, we would expect to see results like this continue. In other words, as the Adtech and Martech relationship keeps growing, we would hope to see red roses on Valentine’s Day, but not a marriage proposal yet.

• Me and You –  Me, the Marketer, has heard a lot from you, the vendor, on why I need a DMP or Identity Management solution. But do you really understand me? Do you know my unique business challenges?

The Relevancy Group found that lack of education is affecting pace of adoption of DMPs and Identity Management solutions. Marketers need to build strong business cases to overcome challenges such as privacy concerns or lack of data centralization (both challenges preventing utilization of data across channels). In many cases, the potential of these types of technologies are already beyond the Marketer’s understanding.

So where’s the love from vendors to educate and help Marketers build these business cases? Do vendors understand that each Marketer may have a business case unique to their organization instead of a one size fits all approach? In other words, treat me like the unique organization I am. Buy me red tulips instead of roses, because roses don’t work for me.

Whatever type of relationship you’re in- Marketer or Vendor- I encourage you to share results with others and help build business cases. Do what you can to help our industry continue to move forward. In the spirit of Valentine’s Day, spread the love.