Marketing Analytics

Marketing automation has certainly increased lead volume, but the focus now is on boosting quality. Progressive companies such as SmartBear Software are boosting lead quality with applications that analyze data and digital behaviors to predict which leads will convert.

A recent webinar, hosted by Mintigo, discussed how traditional lead scoring is being used today, and how adding predictive capabilities to the lead scoring strategy will ultimately uncover the high-value leads with the best chances of converting.

Better analytics are at the top of the agenda for marketing automation vendors, according to latest research report by Raab Associates.

The July 2014 B2B Marketing Automation Vendor Selection Tool (VEST) report shows that nearly half of features upgraded by marketing automation vendors in the past year relate to analytics, including customer analysis, content analysis, and lead scoring.  By contrast, content marketing, social media and mobile platforms each accounted for fewer than 10% of the upgrades.

ON24, a provider of webinars and virtual communication solutions, announced integration between the ON24 Platform 10 webcasting solution and the Marketo Customer Engagement Platform.

At the core of the integration is the ON24 Integration Service, which enables registration and activity data from ON24 webinars to be delivered directly to the Marketo platform, where it can be used by customers in lead qualification, scoring and nurturing programs.

TreeHouse Interactive, a SaaS-based marketing automation platform provider, has upgraded its TreeHouse Interactive Marketing View to provide marketers with a clearer view of campaign results. This will help marketers optimize campaigns in real-time and replicate campaigns that lead to higher levels of revenue.

The enhancements are designed to give marketing professionals the improved ability to group, compare and drill down into campaign performance data to more effectively evaluate campaign outcomes. Users are now able to dive deeper into customer data, such as email client statistics by OS (Gmail/Outlook/etc.) and the types of devices recipients used to engage with the company in any given campaign.

Lattice Engines announced the availability of Lattice for Cross-sell and Retention, a new tool that gives Lattice users the ability to leverage predictive analytics across every stage of the customer lifecycle.

The new technology arms marketing and sales with the right combination of targets and products to unlock the full revenue potential of each customer. By combining customer contact and account-level data, marketers can get a complete view of the customer and even identify — not only the best opportunities for upsell or cross-sell — but the best offerings based off that information.