Having information about a prospect such as their job role, interests, or preferences is imperative to your ability to market and sell to that person. The more you understand, the easier it is to convince a prospect to buy or consume your product or service, ultimately making your business more profitable. In a perfect world, we’d be able to suck all of this useful data from our interactions with a customer or prospect, make sense of it, and have it right in front of us when building a sales pitch or marketing plan. But what happens when you just don’t have the tools to collect that data or make sense of it?
The greatest challenges around marketing analytics unsurprisingly hinge around data availability, data quality and lack of time to collect and analyze data. That’s right: data, data and more data. According to a recent survey of tech marketers, gaining actionable insights from marketing analytics is by far the most important business and being able to combine data to achieve those insights is the top operational objective.
If you’re nodding your head, you’re most likely in the same boat as these other tech marketers – and you don’t have to be! The 2014 B2B Marketing Analytics Spotlight Report outlines 5 trends in marketing analytics you should know about and explains what they mean for you and your company. In this report you’ll also learn the benefits as well as the challenges today’s companies face when it comes to marketing analytics. What’s more? These challenges and benefits can be realized using a data integration and analysis tool like Progress Easyl. Easyl dramatically simplifies the process of accessing, blending and reporting on organizational data and provides users with a 360-degree view of the customer.
View all posts from Adam Breakey on the Progress blog. Connect with us about all things application development and deployment, data integration and digital business.
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