Quantifying the results of marketing programs is a priority for many B2B marketers. On this blog I've spent a lot of time talking about marketing automation systems and what you can learn from monitoring the behavior of your prospects' online behavior. The better you are at deciphering that data, the better you will be able to craft content, offers and messaging that generate prospect engagement.
This said, getting the most out of analytics is not yet a usual marketer's expertise. So, when my friends at the Smart Data Collective asked me to help them promote their upcoming webinar to shed some light on best practices, I jumped at the chance.
The Details:
Free Webinar: Putting Customer Value to Work: What Predictive Analytics Can Do for Your Bottom Line
Date: September 9, 2009
Time: 1PM Eastern, 10AM Pacific
Featured Speakers:
James Taylor, CEO, Decision Management
Korhan Yanak, Global CRM Business Analyst, Vodafone Group
Anne Miley, Sr. Dir. Technology Product Marketing, SAS
Mike Rote, Dir. of Teradata/SAS Center of Excellence
Why You Should Attend
Analytics are not just about prospecting. They're also extremely valuable for gaining insights to your customers that enable you to forecast similar behavior for others like them. It's one thing to gain visibility into prospect and customer behavior, but completely another to effectively mine that data to discern significant relationships between variables that may hold into the future. Not to mention that these insights provide a foundation for making the best decisions about how to position your marketing and retention programs for best outcomes.
Marketing automation and web analytics are the first steps. You must gather data to use it, after all. This said, where we all can use a boost in expertise is in being able to extract intelligence from that data and use it effectively to gain the outcomes we're charged to deliver.
Imagine the difference if you can actually predict the likelihood of response to an offer before you ever make it.
I've talked about segmentation a lot on this blog. Yes, it's a challenge for many of us. Predictive analytics will give us new ways to address and implement segmentation strategies, getting us down to the nitty-gritty level to drive relevance higher than ever.
And that means shorter sales cycles. Now who doesn't need that?
Here's an example of what you can expect to learn more about in the webinar:
“In contrast to a traditional mass marketing approach, building analytical capabilities on campaigns that target specific customers based on their segments and scores provides a wealth of benefits to businesses,” says Korhan Yunak, Global CRM Business Analyst at Vodafone Group Services. “By mining detailed usage patterns, operators can micro-segment their customer base into hundreds of relevant segments based on usage characteristics and target specific customer groups that are most likely to be buy.”
Bonus Gift: All attendees of the webinar will receive this new white paper, from Teradata and SAS - "Unlock the business value of enterprise data with in-database analytics."
[disclosure - affiliate]
