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BizReport : Advertising archives : April 28, 2016

How data impacts marketing automation

While many brands have quickly adopted marketing automation, many don't have the systems in place to get the most from automation. One expert explains why and offers tips to help.

by Kristina Knight

According to data out from Ascend, 38% lack contact data quality.

"Many MA platforms have some level of native CRM functionality or the ability to integrate with enterprise platforms such as Salesforce. What marketing and sales teams get out of their solution is only as good as the data that goes in. Everything from bogus data in form fills to outdated contact information and inconsistencies across data fields can detract from deliverability and accurate tracking of engagement and attribution," said Cindy Nowicki, Senior Director, Integrated Marketing and Content Strategy, R2integrated.

Ascend's data also showed more than 40% need better complexity of systems.

"Oftentimes the investment in a MA platform is to solve an immediate pain tied to email marketing, landing page development, and lead nurturing. However, the best platforms are intended for much more integrated and sophisticated use across an organization, and specifically sales and marketing. MA solutions allow for granular levels of nurturing, testing, scoring, analytics, attribution, personalization, and closed-loop reporting. Without the strategy, skills, people, or process in place to maximize a platform to its full potential, its sheer complexity will often become a barrier not only for users but also for realizing ROI," said Nowicki.

Finally, Ascend's data indicates about one-third don't utilize relevant content.

"Similar to a lack of employee skills, organizations often struggle with effectively reaching their customers due to content shortcomings. This doesn't necessarily mean their branded content is bad. More often than not, organizations fail to position it in a way that reaches or engages customers, or they have not built a content strategy mapped to the personas, buying journey, and decision-making process of their customers," said Nowicki.

Tags: advertising, advertising data, data analysis, R2integrated

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