Will Scully-Power

Marketing Automation Database :: What is it?
October 29, 2009, 4:04 am
Filed under: Datarati, Marketing Automation | Tags:


Marketing Automation Database – What is it?

The objective of  implementing a marketing automation database is to get all the information marketing needs to acquire leads in one place. Marketers implement a marketing automation database to see all of marketing’s interactions with each prospect and customer. They also use it to keep data clean by automating the de-duplication of  records within the database.

A marketing automation database is a SEPERATE database, designed to allow an organisation to do 7 core things:

1.) Lead Generation
– Objective: Make sales happy with more qualified leads.
– How: Convert website traffic into leads, automate lead development, identify when prospects are ’sales ready’, automate sales tasks and track follow up.

2.) Lead Nurturing
– Objective: Drive revenue by nurturing raw inquiries into ’sales ready’ leads.
– How: Nurture relationships with qualified prospects, educate leads before passing them to sales, trigger relevant responses to prospect behaviours and automate repetitive marketing tasks.

3.) Lead Scoring
– Objective: Improve sales effectiveness by passing only qualified leads to sales.
– How: Automate lead qualification processes, measure prospect interest and engagement, score leads using demographic data and behavioural data and focus sales resources on the best opportunities.

4.) Website Tracking
– Objective: Know exactly who is visiting your website and where they go.
– How: Track all prospect interactions online, identify which companies are visiting your website, monitor known and anonymous visitors and automatically alert sales reps of new prospect activity on the website

5.) Email Marketing
– Objective: Don’t just email prospects, engage them in a dialogue.
– How: Deepen realationships with triggered, multi-step campaigns, get to the inbox using the latest deliverability technology, raise and open click rates by targeting segments and track and score who opens and clicks on each email.

6.) Landing Page Optimisation
– Objective: Create, publish and test targeted landing pages.
– How: Launch new landing pages in minutes, use your own branding and subdomain, maximise conversion rates through A/B testing and capture leads with smart forms that recognise know customers and prospects.

7.) Marketing Asset Management
– Objective: Store, distribute and track content and other marketing assets.
– How: Upload and manage documents and image files, publish customised URLs for each asset, track which piece gets viewed by prospects and notify sales reps whenever key marketing assets are viewed by a customer or prospect.

Now, to get the true value out of all of the above – organisations should integrate their CRM database (which holds sales data) with their Marketing Automation database (which holds marketing data).


What do the Datarati do… in 30 seconds?

Elevator Pitch


I got asked this morning at an Ad-tech event in Sydney what our company ‘Datarati’ does in 30 seconds or less so here goes the elevator pitch:

Datarati helps smart marketers unlock the value of digital behavioral data, by allowing them to execute more personalised and effective email marketing and web personalisation through the use of a marketing automation database (MAD).

Today’s smart data-driven marketers use a MAD to leverage the wealth of demographic/profile data and implicit/behavioural data that online visitors and customers generate as they react to a company’s digital marketing campaigns and interact with its landing pages, microsites and websites.

By centralising all this data into a MAD, marketers can now access and have full visibility into all multi-channel campaign data including:

– Email Marketing data
– Paid Search data
– Paid Display data
– Landing Page, Microsite, Website data
– Social Media data (twitter, facebook, linkedin)
– Telemarketing data (customer service + support)

Why is this so exciting for marketers?

Well today, marketers are living in Excel Hell! They try to collect and collate multiple data sets in Microsoft Excel which are delivered to them by their multiple rostered agencies and or vendors.

With all of these data silios created how can marketers know which channels are most effective in driving leads, opportunities and ultimate conversions/revenue for their organisations?

With a MAD all of this data is centralised into one database where the marketer can execute digital campaigns from end-to-end including:

– Data Segmentation aka List building (Demographic + Behavioural) data
– Email, Form + Landing page creation & execution
– Data Scoring
– Data Nurturing (Drip based Acquisition, Retention, Loyalty Campaigns Campaigns)
– Data Testing / Optimisation
– Reporting & Analytics
– Integration into their CRM database for closed loop ROI reporting & analysis e.g. Salesforce.com, Netsuite, Microsoft, Oracle, Siebel, SAP,  etc.

Oh and P.S you need no IT involvement or support as the MAD is delivered as Software as a Service (SaaS) over a web browser 🙂 and payable by the number of records you have in your database.

I speak quickly, so there goes my 30 seconds 🙂

Also, we are holding the “DATA”‘ event of the year for all Digital Marketers and their Digital Agencies in Sydney in a few weeks time.

Email me if you’re interested in attending!

More: http://www.datarati.com.au

The entire Google Story in 2 minutes
October 28, 2009, 2:56 am
Filed under: Datarati, Search | Tags: , ,

A very quick look back at the Google story over the last 11 years.

From Stanford to Mountain View and around the world, featuring many different products, starting with BackRub (Search) up to Google Wave, StreetView and Chrome.

New Google Website Optimiser Features
October 28, 2009, 2:50 am
Filed under: A/B Testing, Datarati, Multivariate Testing, Testing, Web Analytics | Tags:


The Website Optimiser team have also been busy introducing an Experiment API and a new reporting feature called over time charts.

Website Optimiser allows you to test page variations on your site to find out which content and design drives the most sales and leads for you.

More: http://conversionroom.blogspot.com/2009/10/new-website-optimiser-features-just.html

Offline is dying a fast death, creating more data driven opportunities for digital
October 27, 2009, 11:38 pm
Filed under: Data | Tags: ,

Audit Bureau of Circulations

The Audit Bureau of Circulations has released the numbers for the top 25 daily newspapers in the U.S. based on their weekday circulation numbers.

Only one of the top newspapers has shown growth when compared to where they were 6 months ago.

That paper is The Wall Street Journal, which is now the number one paper in the country thanks to USA Today’s staggering loss of nearly 20% of its readership the past 6 months.

More: http://www.techcrunch.com/2009/10/26/whats-black-and-white-and-red-all-over-top-newspaper-circulation-numbers/

Data geeks hit Canberra for a slumber party
October 27, 2009, 3:01 am
Filed under: Data, Datarati | Tags: , ,


Nearly 150 web experts and developers will descend on Canberra this weekend for a mass ”geek sleepover”, building applications and mash-ups through the night using government data.

The Federal Government is underwriting the event, called GovHack, which organisers claim is a global first.

Full Story: http://www.smh.com.au/technology/biz-tech/geeks-go-wild-in-canberra-20091026-hgox.html

Google Campaign Insights launches
October 25, 2009, 11:16 pm
Filed under: Actionable Insights, Datarati, Web Analytics | Tags:

Google Campaign Insights

Google is rolling out a new tool for large advertisers to gauge the success of their display buys beyond the most common metrics of impressions and clicks.

The tool crunches data from thousands of users to figure out how many searches a campaign caused post-viewing, as well as how many visits to the marketer’s Web site. It then compares this with a control set of users not exposed to the display ads.

By comparing the two samples, Google believes it can isolate how much of search and site traffic increases can be directly attributed to banner ads as opposed to other marketing efforts.

The tool, Campaign Insights, is part of Google’s twin approach to growing the overall display ad business and its chunk of it.


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