Marketing Analytics & Dashboards
For any company seeking a competitive advantage, gathering precise information about marketing campaign effectiveness can provide a crucial edge. Marketers have a wide range of choices -- email, banner ads, landing pages, pay-per-click, direct mail -- that are readily available for targeted campaigns. Yet limited budgets are often stretched to thinly across these channels.
Accurate metrics enable marketers to optimize direct spend on the channel that produces the most impact. With superior metrics, even small companies can compete effectively against much larger firms with comparable products and services. However, there are some common challenges to obtaining good campaign metrics:
- Data is Not Consolidated - Very often marketing is using several marketing tools and also tracking data in a sales CRM system. This makes it difficult to do analysis of the data.
- Lack of Sales Pipeline Visibility - It is difficult for marketing to deliver qualified leads if they don't know how sales fared with the leads already passed over. Very often marketers have little visibility into what happen to leads; i.e. : which became opportunities, which did not, and why.
