As digital marketing techniques and technologies have evolved, front-end metrics from web analytics tools often fall short in delivering enough high-value insight to drive business decisions.
What are the most powerful ways B2B lead generation marketers will be using big data in 2013?
To be fair, I introduced these use cases in my last post, "What's the Big Deal With Big Data." And I do believe closing the loop is the most compelling, so let's take a closer look here.
Typically in a high-consideration (B2B), multi-touch sales process, most marketers are only tracking web activity to lead. This only tells a part of the story. In reality, marketing campaigns are still interacting with people into the late stages of the buying process. Connect your data from lead to sale; and directly tie marketing activity to revenue and you get the full picture.
As digital marketing techniques and technologies have evolved, front-end metrics from web analytics tools often fall short in delivering enough high-value insight to drive business decisions. Deriving high-value business insights from disconnected datasets and offline sales processes often requires time-consuming, complex, and expensive software implementations. It doesn't have to be long, complicated, or expensive, but you do need help - either internally uniting from IT and database experts, or outside help from specialists with experience doing just this.
Let's explore why and how this will create enormous impact within your organization by sharing highlights from a recent client case study. First, why do it? What business questions will you be able to answer after closing the loop?
Let's say these are your key requirements: Must be able to track a visitor through their customer journey, record their website activity via web analytics, and then continue to track that activity through lead capture and sale.
In this case study, these were the key challenges: Connect lead management, digital marketing programs, CMS, CRM, and point of sale, all of which currently operate as disparate systems. Also, a limited budget that ruled out a vendor-based single data warehouse solution.
So what were the key steps to implementation? Let's get 'er done. To start, rather than utilize a single data warehouse system as an integration point and repository of data, we took a hybrid approach by correlating data across multiple systems. By tagging the user with a unique identifier, and ensuring that key was retained across all the systems, we connected web activity to offline activity by aggregating this pre-correlated data in an SQL database. It was simpler, more elegant, less time-consuming, and less costly - although this approach will not deliver depth to answer infinite questions of your data - something a tool like Adobe Insight can do.
Customer intelligence solution: this low-cost, low-complexity approach tags the user with a unique identifier that follows the user through all systems and aggregates the data in an SQL database.
Implementation required a few key steps:
This solution had low implementation costs and low complexity. No expensive servers or configurations were needed and no modifications to infrastructure necessary.
What key insights did this deliver? A short summary:
Best use of big data in 2013? You bet your data it is!
Thad Kahlow is the CEO of BusinessOnline and is responsible for the entrepreneurial leadership of all operations. His visionary leadership style has helped propel the company into the online marketing spotlight, making BusinessOnline one of the nation's leading digital agencies. He focuses on the alignment of business goals and customer needs so our clients can make business decisions guided by information that matters. Thad's "roll-up-the-sleeves and get it done" attitude coupled with a commitment to client relationships allows him to effectively direct the agency to support large engagements with sophisticated, global clients.
Thad is considered an authority on online marketing. He has presented at numerous industry and executive conferences including the DMA, HTMA, AMT, and Online Marketing Summit, is published in leading trade and business publications like iMedia, ERA, and B2B Magazine, and was one of the original founding members of the SEMPO institute.
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December 2, 2015
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