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Got data How’s that working for you – Business Intelligence Info

Got data How’s that working for you – Business Intelligence Info

Ever-evolvingKPIs

Becausedataoverloadisagiventoday,fragmentedorunbundleddatamakesitmuchmoredifficulttoformacoherentpictureofwhoyourcustomersare。

Butin?

ordertocreatearemarkablecustomerjourney,acompanyfirstneedstoknowspecificallywhich?

datawillbemostmeaningful?

—andthatmeansidentifyingthebasketofKPIsthataremostimportant?

ateachstageofthebusinesslifecycle。

KPIswillvarydependingonwhetheryourobjectivesareto:

Getmoreactiveusers

Onboardnewcustomers

Reducechurn

Increasecustomersatisfaction

Fundamentally,KPIsshouldalignperfectlywiththekeybusinessinitiativesacompanyisdrivingtowardswithinagivenmonthoryear。

TodetermineKPIs,assignthemtoeachbusinessimperative,thenensurethemarketingdataisacceptabletothebusinessownersortowhoeverismanagingperformance。

Thetricktodataishavingitbothdashboard-drivenandaccessibleinrealtime,soyoucangatherateamandlookatacommonsetofmetricsthatallowyoutomakedecisionsmuchmorerapidly。

Adashboarddisplayingthemostimportantdataefficientlyandeasilytoseniordecisionmakers,coupledwithreal-timedelivery,iskeytomakingimpactfuldecisionsorpivots。

CompanieslackingthisKPIdataattheirfingertipswillstruggle;companiesthathaveaccesstoitgetahead。

YethowacompanyusesitsKPIsdoesn’tneedtobecomplex。

ConsideraCrossFitgym,whichusesAutopilottotracktherateatwhichmemberscheckintothegym。

Laxmembersareencouragedtofrequentthegym;regularusers,toreferafriend。

Don’tsteponthegaswithoutaGPS

Marketerswhotrytojumponthedatabandwagonwithoutbestpracticesinplaceareessentially“drivingwithoutalicense”。

Tobecomedata-driven,amarketermust:

Knowtheirobjectives

Knowtheirpriorities:Growingthecustomerbase?

Obtainingmoreleads?

Customerretention?

Brandbuilding?

DefinetheirKPIstomeasurethesepriorities。

Haveawaytocollectandanalyzetheirdata。

Havetheabilitytocreatelivedashboardsforrelevantstakeholders。

Forexample,usingaplatformsuchasSalesforceorGoodData?

meansthat?

everymorningwhenseniormanagementclickstheirInbox,there’sareportshowingkeymetrics。

Theseenablethemtotrackkeygoalsforthemonthandthequarter,soteammembersknowwhat’sworkingornotworkingforthatdayandweek。

Inthedatadriver’sseat:CambiumNetworks

CambiumNetworks,whosemissionisglobalconnectivity,exemplifieshowtogetthemostoutofdata-drivenmarketingautomation。

TheirobjectivesaretogrowleadsfromactivatingWiFinetworksaroundtheworld,andsecondarily,tofollowupwithWebvisitorswhodownloadwhitepapersorcontactthesalesteam。

BeforeAutopilot,theyhadsomesuccessdoingso,butinanadhocmanner。

WithAutopilot,theyareabletogainspecificuserinsights,andaggregatethisdatainSalesforcetocreateadashboardthattheglobalmarketingleadcanusetoseehowmanypeoplehaveactivatedthefreeapplication,howmanyhavedownloadedthewhitepapers,howmanysalescallsareresultinginnewleads,andhowmanyofthesearedevelopingintonewopportunitiesthatthesalesteamisthenfollowingupandclosing。

Havingthisinformationavailableinrealtimeenablestheheadofmarketingtoidentifybottlenecksorunqualifiedleadsandtoensuretimelyfollow-up。

Fromthere,sheisabletobuildouttheentireviewfromtheinitialcustomertouchpointallthewaythroughtoherfieldsalesteam’sclosingdeal,andcanmakenecessarychangesafterseeingtheentireworkflowinoneplace。

Pullingitalltogether

Marketingtechnologyisunbundling:movingfromcentralrepositoriestoappsandahostofchannelsthatfragmentinformationandmakeitmoredifficulttotrack。

Companiesthatare,andwillbe,successfulwithmarketingautomationarethosethatareabletoembraceandorganizethedatathat’scomingtothemfromthesediversesources。

It’sgoingtotakeanewtypeofaggregationplatformtomakethishappen:onethatprovidesacentralidentityorchestrationforthecustomerjourney。

Inotherwords,thekeywillbereportingdatafromonelocationaftersynchronizingdisparateinformationinasingle,data-drivenmarketingautomationplatform。

SponsoredpostsarecontentthathasbeenproducedbyacompanythatiseitherpayingforthepostorhasabusinessrelationshipwithVentureBeat,andthey’realwaysclearlymarked。

Thecontentofnewsstoriesproducedbyoureditorialteamisneverinfluencedbyadvertisersorsponsorsinanyway。

Formoreinformation,contactsales@venturebeat。

com。

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