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Aberdeen publishes IT Security, Marketing Effectiveness & Strategy, and Business Analytics research

BOSTON, MA – April 11, 2013 - Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), today announced the publication of new research reports from its IT Security, Marketing Effectiveness and Strategy, and Business Intelligence, research practices.

Network Security: Why the Growth is in Managed Services,” by Derek Brink, Vice President and Research Fellow for the Aberdeen Group IT Security research practice, found that more than half (53%) of the 200 respondents have outsourced at least one of their IT Security solutions, up from about one-third (36%) in mid-2011. In network security solution categories, the vast majority of market growth is expected to come from outsourced/managed models – by a factor of nearly four-times compared to in-house deployments. Aberdeen’s analysis of total annual cost for in-house versus outsourced implementations shows an annual advantage for managed network security service providers of as high as 50% per year. To access a complimentary copy of this report, please visit http://aberdeen.com/Aberdeen-Library/8430/AI-network-security-monitoring.aspx.  

Publish or Perish: Content Marketing is the New PR,” the first of two research reports prepared this month by Trip Kucera, Senior Research Analyst in Aberdeen’s Marketing Effectiveness research practice, describes how, while the public relations (PR) challenges facing marketing professionals are not new, the rise of content marketing means that these challenges need to be addressed in new ways. The media landscape has changed from a top-down, classified, hierarchical system to the horizontal, more distributed system of today. As attitudes about PR and the ways to achieve goals shift in this new landscape, PR functions are increasingly associated with marketing communications and content marketing. This report will help readers benchmark success at the intersection of PR and marketing.  To obtain a complimentary copy of this report, visit: http://aberdeen.com/Aberdeen-Library/8412/AI-content-marketing-relations.aspx.  

Towards Segments of One: Predictive Analytics for Marketing Delivers the Future of Offer Management, Today,” also prepared by Trip Kucera, with David White, Senior Research Analyst in Aberdeen’s Business Analytics practice, examines the impact of predictive analytics on the long-term trend towards increasingly segmenting customers until they can be marketed to on a truly individual basis. Research shows that leading companies outperform others in their ability to target offers precisely, fuel their predictive models with richer data, and have marketing managers work hands on with predictive tools. This report examines how top-performing companies achieve these goals, even as they work towards customer engagement at each stage of the buying process.  To obtain a complimentary copy of this report, visit: http://aberdeen.com/Aberdeen-Library/8411/RA-predictive-marketing-analytics.aspx.

Analytics for the SMB: Empowering Users, Leveraging IT,” prepared by Peter Krensky, Research Associate in Aberdeen’s Business Analytics research practice, and Michael Lock, Vice President and Principal Analyst for the same practice, states that, while everybody loves to root for the little guy, in the business world, the triumphs of Small- to Medium-sized Businesses (SMBs) are often lost in the media noise of hostile corporate takeovers, stock meltdowns, and eye-popping executive compensation. Yet SMBs are using analytics to accomplish many worthwhile things with analytics, specifically, paving the way for improved data accessibility and employee empowerment through self-service. As smaller organizations encounter increased business challenges, they need powerful analytical tools and skilled people to engage them. This document explores how SMBs are leveraging their resources to provide individuals with the tools and access needed to obtain actionable information to drive line-of-business performance.  To obtain a complimentary copy of this report, visit: http://www.aberdeen.com/Aberdeen-Library/6864/RA-business-intelligence-analytics.aspx.

About Aberdeen Group, a Harte-Hanks Company
Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), is a global, full-service, multi-channel marketing services firm with deep expertise in developing research-based technology marketing content.  Enabled by its team of 40 analysts covering 16 industry-sector categories, Aberdeen provides B2B marketers with relevant content assets available in multiple formats that target each stage of the customer buying cycle. 

Aberdeen has offices in Boston and London.  Harte-Hanks operates 25 offices in the United States, and has locations throughout Asia-Pacific, Europe, and Latin America.

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