Filed under: Actionable Insights, Data, Datarati, Research | Tags: Forrester Research, Online Measurement
Online business optimization firm Omniture commissioned Forrester consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing.
What is their approach to online programs? What skills are marketing executives prioritizing now and in five years? What challenges inhibit further advancement? And what technologies, if any, do they rely on to help with online marketing management?
Filed under: Datarati, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Automation | Tags: Forrester Research, Lead Management Vendors, Marketing Automation Database Vendors
Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don’t possess, resulting in underachievement by vendors and users alike.
Yet, the benefits of adopting LMA are clear: marketers that successfully carry out lead management practices enjoy more predictable conversions, faster sales cycles, and real alignment between marketing activity and sales results. While leading vendors like Marketo drive results through improved marketing and sales productivity, no technology supplier is yet in a breakaway position.
As the market strives to reach maturity, marketers should pick partners that can help mature their processes, as well as come up with innovation and easy-to-use features.
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Filed under: Surveys, Web Analytics | Tags: Forrester Research, Google Analytics, Kampyle
How effective is knowing that a user from California referred from Bing abandoned their shopping cart with $283 of merchandise after visiting 12 web pages over 6 minutes if you have no clue why?
According to John Lovett, Senior Analyst covering web analytics at Forrester Research, “the problem [with web analytics] was that the complexity and inability to take action on the data largely inhibited success.”
The Kampyle – Google Web Analytics integration, solves the challenges associated with web analytics while providing the only website feedback solution fully integrated with Google Analytics API.
Speaking on a panel about the future of audience measurement, Jack Wakshlag said a Forrester report caused huge damage. He also shot down the methods used to Nielsen audience data.
Watch the video here: http://adage.com/brightcove/lineup.php?lineup=1266084202
Filed under: Marketing Automation, Optimisation, Segmentation, Technology, Web Analytics | Tags: Add new tag, Dynamic Segmentation, Forrester Research, Unica, Unica Interactive Marketing
Unica has announced today the availability of its latest solution, aimed at preparing marketers for the increasingly popular multichannel battleground.
Unica Interactive Marketing is a channel-neutral solution that can be integrated with any inbound touch point, whether it’s the Web site, contact center, or a kiosk, explains Elana Anderson, former Forrester Research analyst and now vice president of product strategy and design at Unica.
By creating and managing a “memory” of ongoing interactions, marketers will be able to capitalize on the ever-important dialogue with the customer.
Anderson highlights three new enhancements associated with this launch:
- scalability: for high-volume Web sites and contact centers;
- advanced analytics and self-learning algorithms: supports known customers as well as anonymous visitors (whereas competitors, Anderson says, often only tackle one or the other); and
- dynamic segmentation: continually captures information provided by customer actions, building a memory of the interaction while continually rethinking and refining its response messages accordingly
- customer awareness from historical and current perspectives;
- centralised decision-making through interactions and dialogues;
- cross-channel execution that supports customer interactions through any channel (including those that switch channels during the decision-making process); and
- marketing organisation tools and technology to enable collaboration and foster transparency.