Marketing Analytics

Full Circle CRM, announced that Xactly, a provider of cloud-based incentive compensation and performance management solutions, as its latest customer to implement the Marketing Performance Management application for Salesforce.com.

The application provides Xactly with the tools to effectively measure the value of individual marketing and sales campaigns, maximize its marketing budget and analyze demand generation programs to see which ones are more effective than others, according to company officials.

Lattice Engines has introduced Lattice Predictive Lead Scoring, which uses predictive analytics to identify and prioritize sales-ready leads. The application is designed to help marketers become familiar with common buying signals, according to company officials.

“Lead scoring is the next frontier for predictive analytics in marketing,” said Shashi Upadhyay, CEO of Lattice Engines. “Now companies can benefit from applying science to the universe of prospect and customer knowledge available today to predict and close their best leads.”

Lattice Engines announced the Lattice Data Cloud, which is designed to bring together web, social and proprietary buying signals to deliver predictive insights to marketing and sales.

The Lattice Data Cloud combines information from tens of thousands of data sources, millions of web sites, dozens of social sites and in-depth third-party data on more than 30 million businesses.

Nearly one quarter (22%) of marketing emails sent during the first half of 2013 with subscribers’ permission never reached their inboxes, according to the Inbox Placement Rate Benchmarks Report from Return Path, an email intelligence solutions provider.

Based on a sample of nearly one trillion messages sent worldwide, the report found that 18% of all marketers’ email messages were either blocked or went missing, while another 4% were delivered to subscribers’ spam or junk folders. That means billions of opt-in messages failed to reach their intended recipients, representing potentially dramatic revenue opportunity losses for marketers, officials noted.

The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap.

“IT and marketing are blurring when it comes to marketing technology, probably more than any other department,” said Jason Stewart, VP of Demand Generation at ANNUITAS. “Technologies like marketing automation, social media monitoring and content strategy tools are requiring more marketing expertise and acumen. The need for marketers specializing in the tech aspects of the role is greater than ever.”