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  • Predictive marketing analytics illuminates best sales leads

    Being able to foretell the future would make a lot of people's jobs easier. Teachers would know which students are going to struggle on a test and could offer them extra attention, doctors could identify health problems before patients get sick and sales representatives would know which prospects to spend the most time courting. Luckily for the last group, predictive marketing analytics has emerged to help them anticipate and follow the right leads.

    This guide looks at how predictive marketing analytics can boost the efficiency of the sales funnel. In the first article, consultant Steve Robins introduces predictive analytics and explains how it should be used and the importance of having a strong model. Next, marketer Matt James gives real-world examples of analytics being used to create more customer-specific advertisements and hire more promising workers. Robins closes with an article on how predictive lead scoring can help sales and marketing teams work together better.

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  • Five must-have features in a marketing automation platform

    If you're buying an enterprise marketing automation platform, which features are must-haves? We look at five key areas, including multichannel marketing, lead management and more. Continue Reading

  • Are you ready for an enterprise marketing platform?

    Has your company's needs outpaced the abilities of your marketing platform? It may be time to make the jump to the Salesforce Marketing Cloud. Here's what to consider. Continue Reading

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  • How the role of a CMO has evolved to include analytics and data

    When navigating the ever-changing marketing technology landscape, Emarsys CMO Allen Nance first asks how emerging technology can help customers. Continue Reading

  • How analytics in marketing can transform organizations

    Marketing is second only to sales in terms of analytics application -- and it's where the odds of business success can most effectively be changed for the better. Continue Reading

  • Predictive marketing analytics adds another dimension to social media

    Predicting consumer behavior can be a tricky, risky and expensive proposition. Yet given the massive amounts of incoming data from many and varied channels of communication, companies well know they don't have much choice if they're to remain competitive in the global marketplace. Marketing departments invariably are charged with the high-risk, high-reward responsibility of using analytics to predict outcomes and devising marketing campaigns based on sometimes tenuous information. As a result, marketing and sales strategies that rely on predictive analytics may look more like petri dishes designed to convert prospects, improve brand loyalty and enhance the customer journey. Primary among communication channels is social media, encompassing vast and fertile data real estate where companies can extract information, apply predictive marketing analytics and target specific needs of consumers.

    This handbook examines predictive marketing analytics and ways that social media can help companies elevate consumer interactions to a higher and more personal level. In the first feature, professional marketer Matt James discusses how viral marketing on the web can capture an audience's complete attention, build trust and save promotional dollars. In the second feature, news writer Jesse Scardina reports on a lively panel discussion about the shift in consumer expectations during a recent Salesforce-Sales Hacker conference. "It's a relationship business now -- we're not selling products anymore, we're selling relationships," said panelist Teron Douglas, head of financial center sales at Bank of America Merrill Lynch. And in the third feature, consultant Shawn Shell reveals the three key ingredients necessary in concocting an effective brand awareness campaign on social media networks.

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