[Analytics, Behavior] Account-Based Marketing Without a Budget
    We needed to capture the attention of hard-to-reach executives with titles such as Chief Analytics Officer, Chief Data Officer, Senior Vice President of HEOR (that’s Health Economics and Outcomes Research), and Global Head of Research and Development Analytics. The messaging was sub-divided by persona and type of company (such as pharmaceuticals and medical devices) into eight segments to assure that it was extremely targeted.
    [Analytics, Behavior] Is Organic Social Reach Dead?
    Facebook, Twitter, and Google offer analytics that can help you get to know your audience better in relation to their social media behavior and overall needs. Leverage the targeting and segmentation features that social media sites like Facebook offer for organic social postings as well as deeper targeting capabilities in conjunction with paid reach programs on Instagram, Twitter, and Facebook.
    [Analytics, Behavior] 5 Marketing Trends and How Technology is Helping Marketers Address Them
    Web personalization helps marketers drive conversions more effectively on their website by delivering personalized messages, images and offers to segments of your Web visitors. Marketo Predictive Content uses behavioral information and customer profiles in the Marketo Engagement Hub , combined with AI, to assess an individual’s likelihood to consume certain content and then recommends the right piece of content.
    [Analytics, Behavior] The Evolution of Marketing: From Manual Through Automation To Predictive
    From the explosion of data and multiple touchpoints to changing consumer behavior and demographics, today’s marketers face consumers who take over and help define the brand. “Exploiting new technologies such as AI to amass and process vast amounts of information on companies and decision makers, predictive analytics scientifically guides marketers to the campaigns that create the highest engagement and produce the highest revenue.”
  • FATHOM  |  THURSDAY, JULY 6, 2017
    [Analytics, Behavior] Leverage Marketing Technology to Improve your Business
    Tools like RingLead and ReachForce allow marketers to gather fundamental firmographic and personal details on their target segments they might not otherwise have access to. Keeping an eye on these behaviors and collecting associated data points can provide you with the intelligence you need to have a better understanding of what your customers care about and what makes them tick. Analytics / Big Data Blog Feed Digital Advertising Marketing Automation / Email
    [Analytics, Behavior] 5 Common Mistakes that Destroy a Drip Campaign
    Do you want to respond to needs they may have based on their behavior on your website? The more specific your audience segments, the more personal and impactful your messages will be. Start by segmenting your audience according to their role on the purchasing team. Too many marketers are eager to finally release their drip programs and fail to follow-up with the metrics and analytics.
  • ACT-ON  |  MONDAY, JUNE 26, 2017
    [Analytics, Behavior] The Artificial Intelligence Impact: Friend or Foe to Marketing?
    Marketing, like most other fields, will feel AI’s impact in several areas, including database marketing techniques, search queries and search engine optimization (SEO), personalization, predictive customer service, sales forecasting, customer segmentation, pricing, and many others. As AI learns and develops, I can foresee buying behaviors and automated nurture- or real time- programs tied together as an example. Marketing is driven by consumer behavior and needs.
    [Analytics, Behavior] Sample Post | Omni-Channel Marketing
    Accounting for buying habits, preferences, and behaviors across channels allows you to create rich personas. 2 Segment Your Audience. Once you’ve uncovered who’s buying what in which way, segment your audience for maximum impact. CRM and marketing automation platforms will automatically segment your contacts based on the personas you’ve created as well as any other behavioral or demographic markers you choose.
    [Analytics, Behavior] 7 Ways to Implement an Effective Omni-Channel Strategy
    Accounting for buying habits, preferences, and behaviors across channels allows you to create rich personas. 2) Segment Your Audience. Once you’ve uncovered who’s buying what in which way, segment your audience for maximum impact. CRM and marketing automation platforms will automatically segment your contacts based on the personas you’ve created as well as any other behavioral or demographic markers you choose. Imagine a bike wheel. What do you see?
    [Analytics, Behavior] Flooded with Data but Lacking Insight? Consider Usage Analytics
    Guest Post by Martha Stuart, VP, Software Analytics, Revulytics. Software usage analytics can help provide a boost to your marketing technology stack, leading to deeper customer engagement and real business results. Supercharge Web Analytics. As it turns out, software usage analytics can lend visibility into usage patterns that give you valuable insight into why products aren’t resonating with users, and how to ensure that they do.
  • FATHOM  |  WEDNESDAY, MAY 31, 2017
    [Analytics, Behavior] Marketing Automation: It’s Not Magic, It’s Marketing
    Unfortunately, marketers often answer this question by making snap decisions about what our prospects want to see and how our database should be segmented. We let their behavior show us the way, giving us the ability to rapidly prototype, test the right mix of marketing efforts, and optimize appropriately in all marketing channels. In fact, the best predictor of future behavior is past behavior.
    [Analytics, Behavior] How to Pitch Marketing Automation to Your Boss
    Another system to track your analytics. Behavioral-based segmentation of leads. Analytics & Reporting. Change is hard for some companies. Some would rather go with an executive’s gut than use data to back their decisions. Some still have paper files. And some, unfortunately, won’t be around five years from now because they aren’t willing to adapt to an evolving digital landscape.
    [Analytics, Behavior] AgilOne’s Customer Data Platform Enhances Oracle Marketing Cloud: Three Integration Highlights
    AgilOne feeds a single view of the customer data into OMC that incorporates first party information unified across omni-channel event, engagement, and transactional data sources, and enriched with predictive analytics. Send segmented audience lists, along with personalized content based and enriched omni-channel single view of customer, to Oracle Responsys and engage customers via hyper-targeted and personalized campaigns. Enhanced segmentation powered by machine learning.
    [Analytics, Behavior] 7 Ways to Grow Your Luxury Brand
    With marketing automation, you can segment customers within the loyalty program based on behavioral data and then create separate strategies and content to increase engagement in each group. Marketing automation provides data and analytics to help luxury brand marketers understand the most granular aspects and dynamics of customer needs. Using behavior tracking analytics, you find out that the customer has bought only analog watches in the past.
  • RADIUS  |  WEDNESDAY, MAY 24, 2017
    [Analytics, Behavior] Future Of B2B Marketing And Sales: 20 Experts Share Their 2017 Predictions
    Move the focus from leads to accounts, and cover the fundamentals of lead-to-account matching and analytics/metrics. Tracking behavior through various touch points and unlocking related insights will become synonymous with the success that GTM teams see across their efforts.”. 16) Sam Ruchlewicz, Director of Digital Strategy & Data Analytics, Warschawski Public Relations – LinkedIn. Revenue, that’s the name of the game in 2017. And has been for a long time.
  • VIDYARD  |  TUESDAY, MAY 23, 2017
    [Analytics, Behavior] Chalk Talks: Using Video Analytics for Smarter Selling
    When you use a tool like Vidyard, you’re actually able to automate all this and then pass this information into your marketing automation platform and CRM so that you’re effectively building a history of that lead’s viewership behavior. ” The second report is video views by segment. The post Chalk Talks: Using Video Analytics for Smarter Selling appeared first on Vidyard.
  • HUBSPOT  |  THURSDAY, MAY 11, 2017
    [Analytics, Behavior] The Best Advice for Marketers in 2017: Insights from 11 Experts
    Today, your marketing mix should include social media, SEO, influencers, PPC ads, a mobile-first mentality, segmented and transactional email, remarketing, content marketing, detailed buyer personas , big data, analytics. It can be easy to forget that you're in the business of influencing real human behavior and decision-making -- not just moving numbers around in a spreadsheet. Don Draper wouldn’t know what hit him.
    [Analytics, Behavior] How Are Marketers Capitalizing on Content Personalization? [Interview]
    Innovative marketers are using personalization solutions that include features for behavioral tracking, segmentation, campaign management, testing and analytics. Marketers are turning to personalization to enhance customer relationships, but not all of them are confident in their ability to execute their strategies.
    [Analytics, Behavior] How the Internet of Things Will Disrupt Digital Marketing
    However, unlike traditional market segmentation, the Internet of Things helps create and enable much richer and complex sets of data. The Analytics of Everything. Using information gathered from a wider array of touchpoints—online, in-store, and via devices and products themselves—the trackable range of customer behavior has expanded exponentially. Guest post by Beth Kotz.
  • PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Analytics, Behavior] Using Buyer Intent to Drive Your Marketing Efforts
    The customer, their buyer’s journey, the sales funnel, and user behavior are at the core of a customer-centric approach to any marketing campaign. These days, marketers use data analytics tools to measure the success of every marketing effort. Keyword searches, engagement rates, email open rates, behavioral data, and demographic information are some of the metrics that contribute to buyer intent.
  • BIZIBLE  |  TUESDAY, APRIL 11, 2017
    [Analytics, Behavior] 12 Marketo Summit 2017 Sessions You Should Attend
    Marketing Analytics at Tibco Software; Thomas Been , CMO at Tibco Software; Dave Rigotti, VP of Marketing at Bizible. 3) Analytics that Matter: The Right Report for Every Step of the Buyer Journey. Understand how email cadence varies by region, segment, and more, using trends in lead behavior to improve scoring and segmentation. Marketing Nation Summit is a massive event that attracts thousands of marketers to the Bay Area every year.
    [Analytics, Behavior] How to Leverage Social Intent Data for Email Marketing
    Instead of sending broad, content-based emails on a weekly basis that may or may not appeal to our segments, we now develop tailored emails grouped by different topics of interest. Rather than sending out an email once a week, we send out behavior-driven emails as soon as our prospects take relevant actions (i.e. Intent data, otherwise known as behavioral data, represents any action taken by a prospect that signals what they care about.
  • ACT-ON  |  FRIDAY, APRIL 7, 2017
    [Analytics, Behavior] Email Marketing vs. MA Solutions: Which is Right for Your Business?
    Yet, while email continues to be a powerful tool for these companies, a range of other technologies have established themselves in the marketing arsenal, such as web analytics, landing page hosting, paid search, CRM, and social media. Most companies, no matter their size, need one system that manages and tracks behavior across multiple channels ‒ a system that encompasses all the benefits of email, but with linkages to track and aggregate ongoing cross-channel customer engagement.
    [Analytics, Behavior] SharpSpring Onboarding Part 3: Building Automations That Convert
    In this third segment of the series, you’ll learn how we help you set up efficient automations to increase engagement and guide leads through the sales funnel. Your Onboarding Specialist will teach you how to set up these lists to dynamically segment leads based on qualities you deem important. Next, you’ll learn how to take actions on specific lists or segments of lists.
    [Analytics, Behavior] How Pardot Customers Use SnapApp to Drive Better Marketing Results
    The ability to view that information in Pardot, and thereby your CRM, can help you better segment, target, and connect with your audience. ”. By housing your interactive content on a landing page, you can join SnapApp analytics data with the robust behavioral data collected via Pardot to get an even deeper understanding of your prospects’ interests and expectations. All the commotion you’re hearing about interactive marketing is real.
    [Analytics, Behavior] Serialization and Digital Storytelling: What Victorian-Era Publishing Teaches Us About Generating Leads
    For Margot, site analytics can only definitively tell if an individual user is interested in her brand if they take an action on an in-page CTA. Segmenting users by where in the series they fall off or on board can reveal specific topics of interest or disinterest for future material. Define Your Analytical Strategy.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Analytics, Behavior] Why Your Marketing Needs to be Data-Driven
    20 years later, direct marketing was used along with computer processing to target specific segments of the population through direct mail and telemarketing. If you know your target user’s behavior, goals, pain points, and challenges, you can develop marketing campaigns that cater to their specific needs. Data such as a user’s browsing patterns, social media activity, online purchase behavior, and other metrics can help you focus your marketing efforts on what works.
  • KAPOST  |  MONDAY, MARCH 27, 2017
    [Analytics, Behavior] 10 Top B2B Marketing Metrics for 2017
    Predictive Analytics Will Evolve. SiriusDecisions’ latest CMO study reveals that skills in the areas of business analytics, modeling, and predictive analytics are in the highest demand among marketing professionals. Predictive analytics tools will allow B2B organizations to analyze the content that prospects and customers are reading. The increased adoption of predictive analytics tools will lead to a more personalized customer journey.
    [Analytics, Behavior] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    Buying behavior and profiles have changed. This shift in buying behavior has created an entirely new set of challenges for sales, marketing, and customer success teams to address a multitude of possible buying philosophies. To accelerate B2B buying, marketers need to have more than just a CRM, marketing automation, and web analytics. As much as 80 percent of customer behavior data is unstructured data , made up of information from sales calls, emails and social media feeds.
  • INFER  |  WEDNESDAY, MARCH 15, 2017
    [Analytics, Behavior] Account-Based Sales Development In A Predictive World
    and the behavior of each lead (i.e. We also track the full spectrum of behavior we’re seeing from each individual lead in our Salesforce CRM and Pardot systems, so we can make sure that no missed opportunities fall through the cracks. Since we include predictive behavior scores as a distinct data point to inform our sales priorities (in addition to our less dynamic fit scores), we’re able to surface leads and accounts that are currently showing clear buying intent.
    [Analytics, Behavior] CrossEngage Orchestrates Customer Journeys Using Events
    They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery. Campaigns also make heavy use of events, referencing them as entry and exclusion conditions, in combination with user-defined segments; as campaign goals (which may be one or several events); and, as campaign steps (each step being a different event).
    [Analytics, Behavior] Mastering modern marketing technology leadership over 2 intense days
    The next session will be two back-to-back TED-style talks: Turning Your Marketing Team into a Profit Center a case study with Kerem Tomak , chief digital marketing and analytics officer at Sears , and then The 4 Cornerstones to Become a Universal (Marketing) Soldier in 2017 by Paul Gottsegen , chief marketing & strategy officer at Mindtree. Both will address how the role of the marketing leader needs to evolve to achieve the right balance across technology, analytics, and execution.
  • HUBSPOT  |  TUESDAY, MARCH 14, 2017
    [Analytics, Behavior] How to Use Wistia: A Step-by-Step Guide
    In-depth analytics can tell you how your viewers engage with your content and whether or not they take action. In-depth analytics from Wistia lead to great results. Wistia's analytics provide much more detail than other platforms. Here's an example of what it looks like: Capture leads with your videos, automatically pass viewing data into your CRM of choice , and score, segment, and assign leads to your sales team.
    [Analytics, Behavior] THE HACKIES: The case for a cloud-enabled business advisor
    How do you identify your most profitable customers and segments? They rarely have the necessary analytics in place to inform a decision maker whether or not their current business strategy is working or where improvements are in order. How much revenue do we generate by customer segment? How much cost do we have by each customer segment? How quickly can we analyze different segments of our customers? Source: web and ad analytics, including external vendor).
    [Analytics, Behavior] 7 SaaS KPIs You Need to Track in 2017
    Even the poorest segment is projected to see a compound annual growth rate of 19.7 Another way is to use in-app analytics to identify log-ins and usage per month as well. Having a clear view of how different customers close will provide unique data into which campaigns were most successful and into common behavior across all customers. The software-as-a-service (SaaS) industry has experienced exponential growth over the past several years and shows no signs of decline.
    [Analytics, Behavior] How to Get the Most Out of Visitor Tracking
    You can tell a lot by dissecting the behavior of your Prospects. With Wistia, you’ll get business-level analytics and conversion tools, all of which are integrated with Lead Liaison, for better lead conversion and analytics. Run static/dynamic segmentations to have continual lists built of the hottest prospects that meet specific criteria. A website visitor tracking solution will never be a magic bullet to increase visitors to your website.
  • ACT-ON  |  TUESDAY, MARCH 7, 2017
    [Analytics, Behavior] Machine Learning is Marketing’s Future: 3 Ways How
    What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows, and personalized content. The technology has also gotten smarter in the lead scoring and weighting department and can enable marketers to go beyond conditional scoring rules, prescribing scoring values for behaviors and actions across different segments, industries and buyers.
    [Analytics, Behavior] Marketing and Artificial Intelligence: Make Your Job Robot-Proof
    Artificial intelligence (AI) is defined by the Association for the Advancement of Artificial Intelligence as “the scientific understanding of the mechanism underlying thought and intelligent behavior and their embodiment in machines.” Applying AI in marketing, through predictive analytics , data science, and natural language processing (NLP), is almost an expected outcome. Predictive marketing is just one of the many general applications of AI, analytics, and data science.
  • INFER  |  FRIDAY, MARCH 3, 2017
    [Analytics, Behavior] Infer Extends Profile Management to the Oracle Marketing Cloud
    We’re excited to announce that Infer Profile Management now supports Eloqua engagement data, allowing customers to take their segmentation and profiling one step further and ensure that they’re sending the right message to the right person at the right time. The platform joins your company’s internal records with signals from Infer’s data cloud, which contains hundreds of individual attributes and useful data points for use in segmenting your database.
    [Analytics, Behavior] 3 Ways Artificial Intelligence Is Transforming B2B Marketing
    Based on your past behavior, it knows you won’t want to wake up until 11:00 a.m. More importantly, customer segmentation helps tailor your brand’s message to this group to create a highly personal campaign. Every aspect of marketing works to obtain more data about clients’ behaviors, aspirations, likes, and dislikes (and, of course, track trends in the industry itself). The year is 2020.
    [Analytics, Behavior] How to Create Content for a Winning Account-Based Marketing Strategy
    So when you pair account-based marketing, which is all about micro-segmenting your market for relevant messaging, with content marketing, you have a winning duo. Say hello to the micro-segmentation. This is where a helping hand from predictive analytics is in order. Based on the online behavior of company associates, analytics platforms can tell you when a corporation is pursuing a new initiative or trying to solve a problem.
    [Analytics, Behavior] Make the Shift from Automation to Engagement Marketing
    They listen for the products that buyers are interested in, offer additional content based on specific behaviors, and coordinate sales follow-up based on their behaviors and actions. This does not diminish the value or purpose of predictive analytics , which is a component of marketing that will continue to be vital to understanding audience behavior. Simplify audience segmentation.
  • ACT-ON  |  TUESDAY, FEBRUARY 21, 2017
    [Analytics, Behavior] 5 Smart Ways to Automate Your Marketing
    How about this, Smartypants: Have you hooked up your pay-per-click campaigns and your SEO analytics so that you can tell which keywords generate the most business for you? This is why smart marketers check their analytics all the time. And as with all good marketing automation, it’ll be segmented (according to which products the customer has bought) and personalized. Need to do more with less? It’s a common challenge for marketers today.
  • PUREB2B  |  SUNDAY, FEBRUARY 19, 2017
    [Analytics, Behavior] How Personalization Affects Lead Nurturing
    This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. Effective personalization takes time to achieve, so as a marketer, you have to do your target market research, which goes beyond segmenting by demographics. The way you segment your marketing communications is completely up to you.
    [Analytics, Behavior] Lead Nurturing’s Biggest Challenges
    You can use a simple Excel file for tracking or a full-fledged analytics software program for monitoring results in detail. There are many tools and software that you can use to observe customer behavior, many of which are free. Once you’ve segmented your leads and identified those who have expressed interest in your product, don’t leave them hanging. Such programs are also useful when it comes to segmenting and identifying leads in the various stages of the sales funnel.
    [Analytics, Behavior] The Right Data Fuels the Artificial Intelligence Race
    But while a lot of sales and marketing departments look for things like contact records based on intent to purchase and persona-based data, HG Data’s dataset is different because it analyzes past purchases behavior. Because of our ability to analyze the relationships between buyers and vendors, our dataset is empirical…derived from documented and verified past purchase behavior and the technology currently in place. In 1957, Army mathematician Wiliam D.
    [Analytics, Behavior] The Right Data Fuels the Artificial Intelligence Race
    But while a lot of sales and marketing departments look for things like contact records based on intent to purchase and persona-based data, HG Data’s dataset is different because it analyzes past purchases behavior. Because of our ability to analyze the relationships between buyers and vendors, our dataset is empirical…derived from documented and verified past purchase behavior and the technology currently in place. In 1957, Army mathematician Wiliam D.
    [Analytics, Behavior] The 29 Best Web Analytics Tools
    Yet as pointed out on Marketing Charts , “What’s interesting to see is that CMOs don’t seem to be pursuing what’s being touted as the solution to the ROI struggle: marketing analytics.” ” Analytics tools can ultimately help measure ROI. But web analytics tools ideally provide marketers with actionable information. Metrics (measured by web analytics tools) provide actionable insights that feed back into content development planning.
  • ACT-ON  |  MONDAY, JANUARY 30, 2017
    [Analytics, Behavior] Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
    Instead of blasting a lead list with one-off emails, automated drip marketing campaigns give you the ability to plan out interaction pathways that take prospects on a customized journey based on their behaviors and preferences. Trigger Emails : These automated emails are triggered based on specific events or dates, such as an action taken (or not) by a website visitor, or a meaningful change in a customer’s behavior or profile.
  • PUREB2B  |  MONDAY, JANUARY 30, 2017
    [Analytics, Behavior] You Need to Define an Effective Criteria for Lead Scoring
    Behavioral Data. Things that you can look at include behavior on your website, email engagement, eBooks downloaded, and forms submitted. You could ask your sales or customer service teams about the characteristics of your best customers, which segment brings in the most revenue or which customers are most receptive to renewals. Track your customer behavior. Make sure that you have the appropriate analytics tools to collect relevant data.
    [Analytics, Behavior] New Approaches To Understand Customers Needed In A Digital Transformation World
    Approaches that go beyond the multitude of marketing analytical tools that are being introduced. That is, people are driven by goals and exhibit goal-directed behaviors when engaged in using products or services, as well as, in making purchase decisions. Digital technologies have enabled the ability to produce an overwhelming amount of data analytics. 6 – Use Analytics To Scale Insights. Illustration by Nikita Kozin.
    [Analytics, Behavior] Why CMOs Need To Be Bullish On Mobile DMPs
    DMPs power cross-channel mobile marketing by: Building sophisticated audience segments across first- and third-party data for precision at scale. Generating robust audience analytics to get deep actionable insights into your mobile audience composition and in-market behaviors. Not sure why I used the word "bullish" in the title. I don't think I have ever used that word before in a title or any of the thousands of posts I have written.
    [Analytics, Behavior] How to Leverage Intent Data to Drive More Revenue
    Intent data is behavioral information collected about an individual’s online activities, combining both topic and context data, which I’ll explain in more detail below. There are several different categories of topic data: Anonymous 1st Party Behavioral: People visiting your website who are identified by their IP address, which is then mapped to their company’s name. Known 1st Party Behavioral: People visiting your website who have also filled out a form online.
  • INFER  |  TUESDAY, JANUARY 17, 2017
    [Analytics, Behavior] Leveraging AI for Sales & Marketing – Beyond the Hype
    In sales and marketing, the potential for 10x conversion rates and accelerated growth from AI-driven predictive analytics is enticing. Predictive Analytics vs Other AI Technology. In sales and marketing, predictive analytics is a type of AI that has gained impressive momentum in recent years. Predictive analytics isn’t the only type of AI used in sales and marketing applications, but it is where a majority of innovation is happening today.
    [Analytics, Behavior] How to Drive More Sales with Intent Data
    Intent” is behavioral information collected about a person’s activities online which combines “topic” and “context” data. Types of topic data: There are several different categories of topic data: Anonymous 1st Party Behavioral: People visiting your website identified by their IP address. Known 1st Party Behavioral: People visiting your website who have also filled out a web form online. The value – and challenges – of 3rd party behavioral data.
    [Analytics, Behavior] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    Now, with our new instance, we can reach our entire database with one email blast if needed, while also maintaining the ability to segment and personalize. We can also keep track of behavior, such as when a recipient opens an email, clicks links on landing pages, and more. In other words, we can cut right to the heart of our prospects and customers’ needs, and reach out to them in the ways that are most appropriate based on their actions and behaviors.
    [Analytics, Behavior] The Importance of Understanding the Difference Between Personalization, Segmentation and Individualization
    Learn the Difference Between Personalization, Segmentation and Individualization The word “personalization” is thrown around quite a bit by marketers, but in general terms has a few different meanings. Instead of getting hung up on labels or buzzwords, it’s important to break down “personalization” and understand the similarities and differences of: segmentation, personalized messaging, and individualization. The reality is this is just beyond segmentation.
    [Analytics, Behavior] How Data Will Change Marketing in 2017
    Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the point of not knowing what to do with all the insights. Data will deliver more tailored recommendations related to each customer or segment that will enable more personalized content and interaction across social media and other channels.
  • KAPOST  |  FRIDAY, JANUARY 6, 2017
    [Analytics, Behavior] 10 New Year’s Resolutions to Improve Customer Experience
    You need to know which behaviors to cultivate and have the discipline and willpower to regularly execute those actions towards your goal. Eventually, when done correctly and consistently, these behaviors become a habit. Firmographic and demographic fields are key for segmentation, lead routing, and analysis. Create manageable, consistent business segments in all systems. Make sure ALL your systems and internal users and can identify and enforce these segments.
    [Analytics, Behavior] 2 Zero Risk Predictions for 2017
    For everything else that happened in 2016, I think it’s best summarized as the “year where our collective analytics and predictive prowess failed us,” at least in the U.S. There’s an article I recalled from 2008 in Psychology Today which asserts, if our behavior (as humans) is completely predictable, then it makes it easier for other people to take advantage of us. Like when Amazon knows which products you prefer based on past buying or browsing behavior.
    [Analytics, Behavior] 10 Trends for B2B Marketing in 2017
    Dissecting the sales funnel and marketing to specific segments – TOFU, MOFU, BOFU, ROFU. When it comes to lead nurturing, look beyond the funnel and see it in segments. By really getting to know the customer and their behaviors through sales analytics, B2B organizations can begin to forecast needs and create campaigns that are hyper- targeted to a specific segment of the funnel. Paid media options that focus on segmented re-marketing.
  • INFER  |  TUESDAY, DECEMBER 27, 2016
    [Analytics, Behavior] Predictive Marketing: The Next Must-Have Technology for CMOs
    Predictive analytics is surging in popularity among marketing leaders. This technology eliminates a great deal of manual and redundant work from marketing and sales analytics, letting reps spend more time on high-value outreach and lowering chances that a calculation error will cost the company important deals. Predictive analytics lets you take large sets of data and mine them for actionable insights using specific types of AI.
    [Analytics, Behavior] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    Segment these campaigns based on each persona of yours and speak to their unique needs. so you should definitely use research tools (including Google Analytics on your site, Facebook Audience Insights, and the Facebook Ad dashboard of who is responding to your ads and where) to find out who your customer is and what devices they use. Cognitive Marketing / Predictive Analytics.
    [Analytics, Behavior] Is Binge Watching the Next Video Marketing Metric?
    But there are still a number of ways in which marketers can encourage binge-viewing behavior within their own communities, without much change to their existing content engines. There are two primary forms that at the content level encourage this kind of viewing behavior. Red Bull has done this across many of its audience segments, and it continues to provide a powerful mix of episodic and series content that grabs headlines and bring viewers back for more.
    [Analytics, Behavior] How to Ditch the “Hype” and Achieve ABM Success in 2017
    Plug into predictive analytics. As noted by Engagio and Marketo Founder and ABM thought-leader Jon Miller, predictive analytics isn’t just a useful add-on for account-based everything: it’s really a necessity. The truth is, predictive analytics is fast emerging as one of those technologies every marketer (and increasingly salesperson too) wants to have. Unsurprisingly, companies who use predictive analytics tend to see very quick ROI.
    [Analytics, Behavior] 5 Brands That Are Marketing Smarter with Machine Learning
    The company’s suite of AI tools, which includes Adobe AnalyticsSegment IQ and Segment Comparison for Analysis Workspace, has a primary focus on audience insight. As Thor Olavsrud wrote : Segment Comparison for Analysis Workspace is the first in what Adobe promises will be a series of audience analysis and discovery tools within Segment IQ. Growing up, I wished I had a twin. Thank goodness I didn’t.
    [Analytics, Behavior] Data is Key to Your ABM Campaign – But Not Just Any Data…
    Consider the following: How do you segment your leads and target audiences? And if you apply predictive analytics to your ABM campaign, you’ll even have a clear statistical model to work off of. But with only a few superficial data sets you’ll be doomed to pitching generically, no matter how many times you segment your contacts. Using Leadspace Predictive Analytics , BloomReach created customized Ideal Customer Profiles for each of their campaigns.
    [Analytics, Behavior] 51 Essential Email Marketing Tips to Help Marketing Automation
    Segment, Segment, Segment. Use segments to organize your subscribers so you can send them more targeted, relevant content. Segments are powerful engagement tools – but consider also having a single, master list of subscribers to send broad updates to. Tailor those messages to your prospects, and consider sending different messages to different segments. Make Use of Behavioral Triggers.
    [Analytics, Behavior] Is Automation the Right Marketing Solution for You?
    Segmentation. The key to getting the right message to the right person is segmentation. You want to segment your list as much as possible and tailor the journey from there. With automated marketing solutions, you can segment nearly any data point, including location, job title, job responsibilities, business revenue, status (lead, prospect, RFP/proposal, active client, past client), or the last time on your website. There are several benefits to dynamic segmentation.
    [Analytics, Behavior] What Qualities Should You Look for in a Marketing Automation Manager?
    This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. The ideal marketers for cross-channel, customer-centric marketing combine the creativity of an artist with analytical and data modeling skills. They need to be “feelers” who understand behaviors, expectations, and interactions and have a pulse on the buyer at any given point of the customer lifecycle. Product or segment marketing.
    [Analytics, Behavior] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Here’s a great explanation from Tom Scearce at TOPO , a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers. It is developed through both qualitative and quantitative analyses; and may optionally be informed by predictive analytics software. B2B Marketing ABM ICP Ideal Customer Profile segmentation
    [Analytics, Behavior] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Here’s a great explanation from Tom Scearce at TOPO, a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers. It is developed through both qualitative and quantitative analyses; and may optionally be informed by predictive analytics software. B2B Marketing ABM ICP Ideal Customer Profile segmentation
    [Analytics, Behavior] Over Half of Global CMOs Are Making Data Driven Decisions
    With topics such as predictive analytics and artificial intelligence growing in not only importance but popularity among the c-suite, the idea or concept of using data to determine and drive marketing decisions is hardly breaking news. This is all about the aforementioned single source of truth, the inherently important need for your organization to have a single customer identity that unites behaviors across all channels into one comprehensive profile.
    [Analytics, Behavior] Hacking Content Marketing With Predictive Analytics [Slideshare]
    Last month, we co-hosted a Meetup with DNN to talk with Bay Area marketers about how predictive analytics can better inform their content marketing strategy. To learn more about how predictive analytics and content marketing go hand-in-hand, you can view the deck from the event below. What is predictive analytics? Predictive analytics are able to find patterns in historical, transactional, and behavioral data that identifies opportunities and risks before they ever occur.
    [Analytics, Behavior] How AI Can Help Maximize Attendance at Your Marketing Events
    And specifically, predictive analytics. In a nutshell, predictive analytics harnasses the power of AI and machine-learning – ideally together with human input – to trace patterns of previous behavior from your existing leads and customers. Predictive analytics also enables you to score your leads in order of how likely they are to convert, as well as intelligently segment leads for different campaigns.
    [Analytics, Behavior] Facebook Advertising Advice: 10 Tips From Experts at Trello, WeWork & More
    We use this data to develop audiences to identify potential members and further segment down to deliver ads that feature the WeWork offerings, locations, and services that we strongly believe will benefit them most.”. Since we host most of this on our website, we work with our web analytics team to track behavior of people coming from our Ads.
    [Analytics, Behavior] 4 Tips to Make the Most of Predictive Analytics: Think Small Data and Automation
    So it’s no surprise that predictive analytics is an increasingly popular topic. Predictive analytics uses big data and machine intelligence to calculate how likely a specific outcome is based on customer data and historical actions. While this isn’t exactly the same as predicting the future, marketers can draw conclusions from predictive analytics to improve their key campaign metrics. Here are four tips to get the most out of your predictive analytics efforts: 1.
    [Analytics, Behavior] How We Built Our Content Marketing Stack to Drive 10x ROI
    In each case, the technology in a stack tracks the user’s behavior and manages the brand’s response to this behavior. Prior to the publication of this article, we used Contently Analytics to determine the right topic, format, and tone for prospects looking to build their content team. Buffer: On Twitter, we tapped into Buffer analytics to ensure Drake saw organic Twitter posts at the most likely point of engagement.
    [Analytics, Behavior] Rethinking Market Strategy In A Digital Economy
    Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. Specifically, how market behaviors are changing and how these changes impact not only customer behaviors but also market strategies.
    [Analytics, Behavior] Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative
    Segmenting and understanding your audience in real-time is a necessity today. This information paired with your performance analytics and lead management platform enable much smarter actions to be taken. Including their latest research on how mobile habits are changing consumer behavior. One of the best ways to evolve as a marketing professional is to generate, collaborate, and nurture ideas among like-minded peers.
    [Analytics, Behavior] Going Beyond Email Metrics: A Framework To Help You Plan Your Campaign
    Let’s go beyond the metrics and talk about the importance of planning analytics from the start, to help you measure the success of your eDM (electronic direct mail) campaign or program. In addition to their traditional roles as brand strategists and interpreters of consumer behavior, modern marketers need to be data savvy and ROI accountable. Setting up your analytics after a campaign launch is like trying to drive down the freeway using your rearview mirror.
  • HUBSPOT  |  FRIDAY, OCTOBER 14, 2016
    [Analytics, Behavior] How to Generate Leads From the Most Popular Pages on Your Website
    You can also use Google Analytics to find your most popular web pages by looking at your "Top Content" report. To get this report, log in to Google Analytics and go to Content Optimization > Content Performance > Top Content. And if you are getting leads from it, does your website make it easy for you to identify and quality those leads, segment them into appropriate lists with the rest of your marketing toolset, nurture them, and close them into customers?
    [Analytics, Behavior] Timing Is Everything: When to Use Personalized Video
    With the introduction of social media, data mining and now predictive analytics, you’re behind if you’re not leveraging customer information (interests, behaviors, their name!) The existing nurture, segmented by product and solution, invited prospects to learn about common challenges on leading IT topics. A few years back, my mom gave me a T-shirt for my birthday.
    [Analytics, Behavior] Timing Is Everything: When to Use Personalized Video
    With the introduction of social media, data mining and now predictive analytics, you’re behind if you’re not leveraging customer information (interests, behaviors, their name!) The existing nurture, segmented by product and solution, invited prospects to learn about common challenges on leading IT topics. A few years back, my mom gave me a T-shirt for my birthday.
    [Analytics, Behavior] 3 Mobile Marketing Trends You Can't Afford To Ignore
    A mobile DMP is a centralized platform that ingests, organizes, and segments an advertiser’s first- and third-party mobile and desktop audience data assets in one place for audience creation, analytics, and execution. Brands use mobile DMPs to: Build sophisticated audience segments across first- and third-party data for precision at scale. Generate robust audience analytics to get deep actionable insights into your mobile audience composition and in-market behaviors.
    [Analytics, Behavior] What’s All The Buzz About AI at Dreamforce?
    There are many potential applications, but what Salesforce is tapping into with Einstein – adding a layer of AI into the Salesforce CRM – is the growing interest in and demand for lead generation tools like predictive analytics. To quote Leadspace’s VP of Product Travis Kaufman: “Predictive Analytics adds a crucial layer of objective, pure data-driven insights and intelligence to inform your marketing and sales decision-making process.
  • INFER  |  MONDAY, OCTOBER 3, 2016
    [Analytics, Behavior] CEO Insights: AI’s Last Mile
    We had to provide open APIs and build direct integrations for Marketo, Eloqua, Salesforce, Microsoft Dynamics, HubSpot, Pardot, Google Analytics and Microsoft Power BI. You go to where the user already is — that’s how you get sticky — not by trying to create new behavior for them to do on your own site (even if you can make your site look way prettier and function better).
    [Analytics, Behavior] Bluffing Your Way Through Dreamforce – Predictive Analytics
    Between the planned launch of Salesforce Einstein and the presence of predictive analytics vendors providing demand generation solutions for the Salesforce ecosystem ( including Leadspace ), there should be lots of talk about predictive, artificial intelligence, semantic understanding and plenty of other marketing buzzwords (what a mouthful – I’m excited already!). Predictive analytics will come up during Dreamforce. ROI with predictive analytics.
    [Analytics, Behavior] 4 Questions You Need to Answer Before You Create a Content Plan
    Behavior triggers take precedence over demographics. Instead of looking at traditional factors such as age group, HHI (a measure of marketing concentration), or geography, ask what behaviors, challenges, or motivators members of the target audience have in common. These audience identifiers can be as broad as customer segments or as specific as highly detailed personas. Use web analytics to examine which channels your audience arrives from, such as social, email, or search.
    [Analytics, Behavior] 4 Ways Using Predictive Analytics Can Answer Your Sales Woes
    With 89% of B2B marketers using or planning to use predictive analytics, big data has now become an even bigger strategic asset. Leveraging predictive analytics takes the guesswork out of qualifying those leads. Predictive analytics hold incredible promise for your brand. Predictive analytics allow you to identify your best customer traits and create a set (or even a subset) of prospects with similar attributes.
  • ACT-ON  |  MONDAY, SEPTEMBER 26, 2016
    [Analytics, Behavior] 5 Key Differences Between Email Marketing and Marketing Automation
    There are hundreds of different marketing software tools out there, most offering some variety of automation, email, and analytical functionality. Email Behavior Tracking vs. Web Behavior Tracking. Many of the differences between email marketing and marketing automation stem from their analytical approach – what data the platform collects. Email marketing tools track a recipient’s behavior within your email campaign. Your business is getting traction.
    [Analytics, Behavior] Why Context Is More Important Than Content In Marketing
    The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases. Workspace by Universal Icons.
    [Analytics, Behavior] The 3 ABM Essentials You Need to Start Off and Take Off
    An ABM solution should have these three essential capabilities to support your strategy and ensure continued, scalable success: account targeting, cross-channel engagement, and account analytics. You should be able to segment these accounts into lists based on a number of factors such as industry, company size, geographic location, and more and score them based on factors like firmographics, cumulative behaviors, or even predictive capabilities.
    [Analytics, Behavior] Blog #3: Global Leaders: On the Innovation Edge
    Blog #2 discussed the history of predictive analytics from the perspective of Artificial Intelligence, and traced leadership from both classical philosophers like: Aristotle, Euclid, in ancient times to covering more modern times, profiling British mathematician Alan Turing. Our newer products focus on micro-segmentation, and lead generation surge intelligence.
    [Analytics, Behavior] Infer Infuses Microsoft Power BI with Predictive Intelligence to Deliver Next-Generation Sales Analytics
    Press Release: New Analytics Bring Unprecedented Pipeline Transparency to Best-in-Class Business Intelligence. a leading provider of predictive technologies that help companies win more customers, today launched a new sales analytics package for Microsoft Power BI. Infer’s new analytics package automatically feeds Infer’s predictive fit and behavior scores – along with defined profiles and rich customer signals – into a company’s business intelligence (BI) solution.
    [Analytics, Behavior] What Is Digital Marketing?
    With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software like HubSpot. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.
    [Analytics, Behavior] Four Tips to Maximize Your Data
    Given that development, big data analytics has now become a field focused on taking massive databases and turning them into actionable insights. For example, if a database contains a lead’s assigned sales person, but not their geographical location or their company size segment, one could deduce these two pieces of information based on the rules for which leads get routed to which salesperson.
    [Analytics, Behavior] ABM Vendor Guide: Differentiators for Result Analysis
    to unify data marketing campaign to opportunity mapping to support attribution combine data from marketing automation, Web analytics, and CRM track offline channels such as conferences, direct mail, outbound hone calls capture detailed interaction history for each Web visit (mouse clicks, scrolling, active time spent, etc.) and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis.
    [Analytics, Behavior] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    Target Scoring isn’t just any use of predictive analytics, which can also include things like finding surges in content consumption (used to identify intent) or recommending the best content to send an individual. abm vendor guide abm vendors account based marketing account scoring lead scoring marketing technology predictive analytics
    [Analytics, Behavior] 3 Reasons Why Data is the Foundation of a Successful ABM Strategy
    B2B organizations have access to massive amounts of data from their internal marketing and sales activities, prospect and customer behaviors, and customer service information. You need to use data to score and segment accounts that have a high propensity to buy or fit the right parameters for your target market. Segment to Find the Best Targets. Segmentation is mission-critical for successful ABM.
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