Marketing automation analytics helps marketers measure the success of their campaigns. It is also the process of taking data gathered from leads and displaying notable trends in the information. These patterns and trends can then help marketers fix areas of their campaigns that aren’t working and discover new strategies to use later. Data analytics are a common feature of marketing automation software, and most tools support several types of analytics, from web to social and digital content.
When using your marketing automation tool, there are several ways in which analytics can provide insights for your company. Knowing these insights and how to act on them effectively ensures that you get the most out of your marketing campaigns. Read on for an introduction to the uses of analytics in marketing automation, including descriptions of two specific applications.
How marketing automation uses analytics
Since marketing automation software automates repetitive tasks for your marketing team, they need to have a set of data to pull from in order to perform some of these tasks. The software examines content, behaviors and actions to provide you with insights on potential customers and trends. Your marketing team can examine the insights and use them to design better marketing campaigns.
Analytics can also help you see the success of your campaigns in real-time. You can see how many people are clicking on your content, how long they stay, and where you’re getting the most traffic from. You can also learn what type of people respond to your campaigns the most, helping you discover demographics that you should be focusing on.
When you gather this analysis, your marketing team can see where the strengths and flaws in your marketing campaigns are. You can capitalize on the strengths and get advice from the program on how to remove the flaws. By looking at these analytics over time, you’ll see the ways you can improve your marketing campaigns in the future. Marketing automation solutions bring all the data and insights into one place so you can see your campaign’s success and failures in front of you.
One of the most important ways analytics can help your business is via lead scoring. This is the process of automatically ranking leads based on information gathered about them. Marketing automation software will tell you which leads are the best to go after and in which order they should be tackled, as well as discard ones that aren’t worth your effort.
The scores are weighed against the lead’s buying stage, their company and position, location, and the places they visit online. You can set up a grading system that adds points to leads based on those parameters – for example, a lead who’s the VP of a company and who you know is looking for a product like yours will be given more points than an independent lead who is only moderately curious about it. The program will score the leads automatically, then order them from best to worst.
In addition, some marketing automation tools can autonomously send leads to your sales team along with the information the program gathers from them. Another useful aspect of lead scoring is that it can automatically re-evaluate your leads and give them a new score if their value changes. This way, you always know which leads are the best.
Analytics don’t just measure the success of your past and current marketing campaigns; they can also help you in determining possibilities for the future. Predictive analytics uses data gathered from the past and present of various sources to predict opportunities and dangers that you might be faced with in the future. You can then create a course for future marketing campaigns based on the outcomes your software predicts.
There are several applications for predictive analysis in marketing, including higher quality leads and a higher return-on-investment (ROI) rate. Marketing automation tools use techniques like data mining, machine learning and pattern recognition to create predictive models. They are not designed to make any decisions regarding these predictions for your future campaigns – those should be determined by your marketing team. If your marketing automation tool uses predictive analytics, it can show you signs of trouble and opportunity so you can take any action you desire.
Knowing how analytics are gathered and how you should analyze them will tell you what you need to know about your marketing campaign’s success – and what you need to do to fix it.
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