Will Scully-Power


Poll Results: Marketing Automation in Australia & New Zealand
March 14, 2011, 4:45 am
Filed under: #mktgcloud, Data, Datarati, Datarati.TV, Marketing Automation, Marketing Cloud

Hi All,

Below you will find the polls results on the state of play of marketing automation in Australia & New Zealand.

This series of poll questions were conducted live online via our panel discussions at Ad:tech Sydney on the 9th and 10th March 2011.

The topic of the panel discussions were ” How to use Digital Data to drive predictable revenue generation’.

KEY INSIGHTS TRENDS:

– 62% organisations are still living in Excel Hell i.e. Multiple data sets being managed by multiple vendors/partners/agencies. As a result no 360 degree view of prospect or customer.

– 59% of organisations are integrating their digital marketing and CRM data. This is encouraging news and shows us the very large still untapped opportunity for marketing automation in Australia & New Zealand.

– 56% of organisations are still not measuring beyond the click i.e. they are still using metrics like open rate, click thru rate. Marketers need to stop using old school metrics and start using metrics that the CEO and CFO care about i.e. REVENUE.

– 67% of organisations are still not scoring customer and prospect digital behavioural data i.e. what they search for, click on, view, download etc. With digital behaviour being a very strong predictor of sales-readyness, we would encourage more organisations to implement explicit and implicit scoring.

– 75% of organisations are still not using digital data to predict revenue forecasts. To move marketing from a cost centre to revenue generator we need to start using this digital data to help marketing earn a seat at the revenue table.

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