Filed under: CRM, Marketing Automation | Tags: Campaign Members, Marketing Automation, Salesforce.com
With the Summer ’09 release, there are some major improvements to how Campaign Members are managed within the Salesforce.com CRM application.
Does this mean Salesforce.com is entering the marketing automation space and will compete with its now partners? Sure looks that way.
To help make it more real, we’ll follow Whitney, a marketing manager who is responsible for putting together a webinar for her company TechCo. We’ll break this down into several parts:
1) Creating a basic trigger to keep a quick count of the # RSVP’s
2) Using workflow & triggers to auto-email non-respondents 7 days later (automated multi wave drip campaigns)
3) Using Salesforce Sites for event registration landing pages
4) Using campaign member custom fields to prioritize responses from the webinar
5) Using campaign member custom fields & reports for offer management across campaigns
Filed under: Research | Tags: AFR, Australian Financial Review, Marketing Directions 2009
Marketers face the challenge of keeping track of a myriad of measures that are applied directly to their performance, often as key performance indicators (KPI).
Marketers must understand the underlying data, forms of measurement and calculations of these measures to stay ahead.
Measurement is important at any time but particularly in the current economic climate, when solid data can make a significant difference to future budget allocation.
Filed under: Behavioural Targeting, Optimisation, Predicitive Modelling, Web Analytics | Tags: Omniture, Quantivo, SiteCatalyst
On-demand behavioral analytics provider Quantivo recently announced a product to integrate with Omniture’s Web analytics solution SiteCatalyst.
Whereas Omniture tracks the number of visitors to a company’s Web site, Quantivo’s integration product, which Chief Executive Officer Brian Kelly calls “the adapter,” will help SiteCatalyst users make sense of the identities of those visitors.
In doing so, companies can better understand customer behavioral patterns — based on Web-site visits, transactions, marketing responses, and other events — and improve the targeting accuracy of marketing messages and on-site recommendations.
According to Kelly, trends in online customer behaviors are emerging, changing, and disappearing so quickly that companies now demand a solution that can handle a sudden influx of data and quickly turn that data into something meaningful.
“Big massive trends develop and diminish within a week,” Kelly says. “You don’t have time for some Ph.D. statistician to build a predictive model. [Oftentimes], it’s not something you can predict.”
In other words, while historical transaction data (and common sense) may help predict that sweater sales rise in the winter, that information is of little use for a retailer hoping to foresee which color will be most popular.
Filed under: Web Analytics | Tags: Adplanner, Analytics API, Google Analytics
Almost everyone uses Google Analytics to calculate overall site traffic as a way to measure the value of their website.
Many users are clamoring for a simpler way to share their Analytics traffic data with their external stakeholders. These stakeholders, such as investors and advertisers, typically use data reported by other services to evaluate the performance of a company. Many times these estimates are significantly different than that from Google Analytics.
One way to share your Analytics data with everyone is to use our recent integration with Google Ad Planner. With this, you can replace Ad Planner traffic estimates with actual data collected by Google Analytics.