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Datarati is Asia-Pacific’s fastest growing lifecycle marketing automation agency.
Co-founded by a group of marketing automation and CRM entrepreneurs, Datarati has been a Preferred Services Partner since 2009 and has the largest certified team of lifecycle marketing consultants outside of North America.
Datarati’s team works daily with hundreds of digital and data-driven marketers across Australia and New Zealand, helping transform and change the way they think about their lead, customer and member lifecycle strategies.
Datarati provides a full service agency delivering implementation and training of marketing automation technologies, campaign planning and execution, analytics, creative, UX and development capabilities.
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User behavior is not limited to a single device, and very often people jump between devices expecting a smooth transition. As Michal explains (did you buy her book already?), there is a myriad of techniques to create rich experiences that can satisfy (and hopefully amaze) them. But how can we be sure that those techniques are bringing the desired outcome? Using Analytics. Data is the best way to understand how people behave online, what they like and what they don’t.
As I mentioned in the Web Analytics Process framework, the first (and most important) step when approaching analytics is to define goals and build a set of Key Performance Indicators before you start worrying about data collection. And this is not different when it comes to cross device measurement, maybe even more accentuated as we have multiple sets of goals (one set for each device).
So, before we get into how to collect cross device data and which kind of reports you will have access to, here is a table I believe you should use in order to define some of the goals for each device. As you can see, I divided it into Micro and Macro goals, so that you know which are the most important goals for each device.
Ownership of customer experience is fragmented across businesses and as result only 23% of marketers have a complete view of interactions across all stages of the customer lifecycle.
The findings are from the Chief Marketing Officer (CMO) Council which surveyed 245 senior marketers across 16 Asia-Pacific countries, including Australia.
It found just 25% of companies have conducted a customer experience management (CXM) audit across all touch points, life stages and operational areas and only 36% have a formal CXM strategy in place.
Only 11% said they were ‘highly satisfied’ with their ability to listen and respond to customers’ needs.
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According to Datanyze, Hubspot is the leader in marketing automation market share for installations. Datanyze works by reading the actual systems that are embedded in marketers’ web sites.
Venture Beat has used this information to create the following Marketing Automation index:
- Hubspot: Simplicity and accessibility, plus power, all in one package
- Marketo: Explosive growth and a wide range of tools
- Eloqua: The power of enterprise and the usability of a modern startup, nicely married
- Salesforce: A vision of ultimate connectedness in Salesforce1, and a lot of present reality in AppExchange, plus, of course, Pardot
- SAS: Power, power, power. Pricy, but perhaps the most user-friendly big-company solution
- IBM: Power to spare but be prepared to integrate and train and launch (IBM owns Unica)
- InfusionSoft: Built-in e-commerce, drag-and-drop campaigns
- Act-On: Strong mid-market performer with a focus on non-tech, non-Silicon Valley companies.
- LoopFuse: Very affordable starting pricing
- Silverpop: Amazing for email
It is important to remember that these figures are counting clients, not revenue: HubSpot has three times as many clients than Marketo but 10% less 2013 revenue ($77.6 million for HubSpot and $85.1 million for Marketo).