Neustar Research Details Importance of IT and Marketing Alignment on
Study shows IT and Marketing Alignment can Improve Digital Customer Experience
– Thus Positively Impacting Business Success
STERLING, Va. -- May 6, 2014
Neustar, Inc. (NYSE: NSR), a trusted neutral provider of real-time information
and analytics, today announced the availability of a study conducted by
Forrester Consulting on aligning the IT and Marketing departments of
organizations. Neustar commissioned the study to determine how IT and
Marketing interactions enable or hinder key business initiatives today.
From the reality of a world where consumers across all markets are
increasingly connected and demand a high level of online service and
experience, the study looks at how well IT and Marketing are working together
to create a positive digital customer experience.
In the research, Forrester found a mixed environment where roughly half of
companies experienced challenges in expectation-setting and alignment between
IT and Marketing groups. The study yielded two key findings:
*The post-digital world mandates that IT and Marketing reach a new
understanding. Digital investments serve as the foundation for strategic
marketing initiatives that drive business growth. These investments
deliver the rich customer engagements today’s empowered customers demand.
*Marketing and IT suffer from a problem of differing perspectives. While
different priorities are unavoidable, in effective organizations executive
support is the primary driver to achieving role alignment and
“This research provided some great context for what we are seeing in many of
our customers’ organizations today,” said Jim Rogers, Vice President,
Marketing, Enterprise Services, at Neustar. “Our customers know they need to
better align Marketing and IT and we hope that in doing this report we are
able to help them apply some of the best practices discovered by organizations
that have already focused strongly on Marketing and IT alignment.”
In this study, Forrester conducted an online survey of 260 enterprise IT and
Marketing decision-makers in the US, Canada, and the UK, along with six
follow-up interviews with selected IT and Marketing survey-takers in May 2013.
Survey and interview questions evaluated key Marketing and IT initiatives and
how the two groups coordinated technology implementation efforts. Survey
participants included decision-makers in the Marketing and IT departments.
Respondents were offered an incentive as a thank you for time spent on the
survey. The study began in May 2013 and was completed in the same month. The
interviews took place between May 2013 and June 2013.
For additional insights, see our website for the full report. Connect with
Neustar on Facebook, Twitter, and LinkedIn.
Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based
information services and data analytics, enabling marketing and IT security
professionals to promote and protect their businesses. With a commitment to
privacy and neutrality, Neustar operates complex data registries and uses its
expertise to deliver actionable, data-driven insights that help clients make
high-value business decisions in real time, one customer interaction at a
time. More information is available at www.neustar.biz.
Nicole Nolte, 571-434-5323
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