The future of marketing automation depends on data analytics at scale

A survey company presented the results of their most recent study on quantifying the value of digital services derived from marketing automation (MA) investments. The results showed that only 7 percent are seeing good, measurable ROI from their MA investments. Of course, this doesn’t mean that we are all going to rip out our product management automation platforms.

What differentiates sales force automation from marketing automation? The pivotal difference lies in the data and intelligence layer. With sales force automation, the salesperson provides the data, insights, and analytics to make the right call. Salespeople assemble relevant data, sift through insights, and decide what to do in terms of fault management. A system to manage this process — and provide insights back to management on the pipeline — creates incredible efficiency.

Marketing automation operates on a much larger scale. Given thousands of prospects, the intelligence and analytics layer must also be automated in order to sift through the data, draw insights, and take the right steps at the velocity required for today’s marketing environment. Only with this data and analytics layer operating on an automated basis can the promise of true inventory automation (reaching the right person at the right time with the right message) take off. So, use social, web and internal data to actually understand all of the data they need about a person and company, and to gain a 360-degree picture of the prospect.

Draw insights and understanding from all the data, beyond just keyword matching, to achieve true “semantic” and contextual understanding of interconnect billing. Take the most appropriate action based on these insights, along with a good understanding of the business’s ideal customer.

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