Big Data Analytics for Marketing
Make your Marketing Smarter with playMAKER
Your success in marketing hinges on making sales as productive as possible – guiding sales professionals to the customer and prospect opportunities most likely to convert into closed business, while providing them with the messaging most likely to resonate with decision-makers.
Integrating the broadest spectrum of internal and external data sources is a critical first step. Many Fortune 5000 marketers are sitting on a mountain of data that can be mined to identify behavioral and purchase patterns, develop finely-tuned segmentations and create the most intelligent and targeted campaigns for your buyers.
- Are you collecting behavioral data across your internal customer systems (e.g., Order Management systems, CRM, Marketing Automation, Website Analytics, Customer Service)?
- Are you tapping into all external data from 3rd parties and online sources (e.g., D&B, LinkedIn, OneSource, Facebook)?
- Are you integrating the disparate data across all these sources to create a unique, actionable view of the customers that helps you decide which campaigns to run and which to abandon?
Intelligent and targeted campaigns generate more qualified leads. However, sales also requires context to gain the confidence and credibility to engage customers and prospects. Context provides justification for why the lead is a qualified account and what they are most likely to purchase. Qualification is a prerequisite. Context drives sales engagement.