COVID-19 Update
Subscribe

Marketing Analytics

This section highlights tools, functionality and solutions that empower marketers to take a metrics-based approach to campaign management. As analytics become a more significant part of the revenue conversation, emerging measurement tools are a rapidly growing priority for B2B marketers.

New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

MedeAnalytics Doubles Campaign Productivity, Improves Data Management With Integrated Solution


By Alicia Fiorletta, Associate Editor

Executing campaigns across different verticals and segments is a growing challenge for most marketers, but it is especially difficult in the healthcare industry, where solution providers need to communicate with a range of unique audiences.

MedeAnalytics, a provider of performance management solutions for hospitals, physician practices and payers, was managing prospect information, email and campaign results manually by a small marketing team. The Emeryville, CA-based company sought out a solution to streamline database and campaign management, and track the efficiency of primary marketing tools.

Metrics & Mobility Key Themes At Upcoming Sales 2.0 Conference


Sales2.0As research continues to show gaps in formal sales processes, organizations are at the same time challenged now more than ever to fuel growth via innovative sales strategies. During the Sales 2.0 Conference June 20, 2011 in Boston, Michael Dunne, Research VP at Gartner Research will address this keynote when he delivers the keynote presentation on sales innovation.

Dunne’s presentation will focus on how sales innovations are gaining substantial attention in social software, analytics and in-line support for key selling processes as measures to help elevate performance.

Driving Bottom Line Impact with Engagement Analytics

ron_person_reduced_150dpi_163w_171hBy Ron Person, Director of Analytics, Sitecore

For almost 20 years Internet marketers have used web analytics to measure the effectiveness of their marketing. But web analytics can be so misleading it can drive your marketing efforts in the wrong direction. Thankfully, the world of analytics is changing.

Sitecore Automates Customer Engagement Metrics Via New Platform and Product Group

Sitecore, a provider of web content management solutions, announced today a new product group called the Customer Engagement Platform. Focused on offering marketers an additional Key Performance Indicator (KPI), the platform enables organizations to manage the customer experience by creating relevant and valuable customer conversations that engage, entertain and inform.

The Customer Engagement Platform offers organizations the tools to orchestrate customer needs and solutions through the addition of three new major and integrated products; Engagement Analytics, Engagement Automation, and the Personalization and Experience Editor.

Marketing Automation Analytics:
 Where We Are and the Road Ahead

165f6feBy Cari Baldwin, Co-Founder & Partner, BlueBird Strategies

Marketing departments today are under pressure to justify the effectiveness of their spending and demonstrate that their programs contribute to revenue growth. Estimates of campaign results and the relation of marketing-generated leads to actual sales won’t satisfy executives who want proof of returns on their large investments in marketing.

Analytics can help marketers with these challenges. Applied to information gathered from related relevant systems, analytics reveal patterns and enable organizations to measure their performance continually, comparing past to present and forecasting the future. They are the key to constructing metrics and key performance indicators (KPIs) that guide improvement in individuals and groups, and show them where to deploy resources for the best ROI.