This is a common question I receive from clients who are implementing CRM and web analytics into their email program. Regardless of how well-planned their integration strategy is, taking the first step towards integrating “the big three” can be a bit overwhelming. I always reassure clients that ExactTarget has different levels of integration with both CRM and web analytics packages, which allows the customer to integrate at their own pace.
Getting Started
On the simple end of the integration scale, the option to push email tracking data into a CRM and/or web analytics package is a great place to start. This allows for email information to be housed in the same location as all other contact information, essentially creating a “single database.” It provides the visibility into what emails were sent, opened or clicked, and what web traffic resulted from your email campaign.
The Next Step
In the middle of the integration scale, there’s an option to act upon this email and web traffic data as needed. For example, once an ExactTarget client is comfortable with the information being tracked in their database, the next step is to take action with this information. This means slicing and dicing the tracking information, which is usually done in the CRM or analytics system by using segmentation or reporting options.
Raising the Bar
On the complex end of the integration scale is the option to automate complex “closed-loop” marketing campaigns. With closed-loop marketing, everything is automated and complex business scenarios have been planned out. There can also be several programs or campaigns running simultaneously.
When the business logic and email triggers have been properly set up, campaigns can happen automatically. While the actual integration is not that complicated, the business process usually is. Closed-loop marketing requires that you have a plan and know exactly each step it takes to complete your campaign. Often the biggest hurdle to achieve closed-loop marketing is planning – it requires for the entire process to be planned and the proper triggers to be in place for the automation. In my experience, this is often not the way one-to-one marketing programs operate. However, getting out of the “reaction” mode to the planning mode is a huge step towards closed-loop marketing.
This is a quick overview of Email + Web Analytics + CRM integrations. Keep your eyes open for our latest whitepaper, Integrating Email + CRM + Web Analytics: How to Build a One-to-One Marketing Machine, to learn more (and to see where you stack up). The good news is that we’re ready to help you no matter what stage is next for you!
Jessica Koch
Integration Consultant
Getting Started
On the simple end of the integration scale, the option to push email tracking data into a CRM and/or web analytics package is a great place to start. This allows for email information to be housed in the same location as all other contact information, essentially creating a “single database.” It provides the visibility into what emails were sent, opened or clicked, and what web traffic resulted from your email campaign.
The Next Step
In the middle of the integration scale, there’s an option to act upon this email and web traffic data as needed. For example, once an ExactTarget client is comfortable with the information being tracked in their database, the next step is to take action with this information. This means slicing and dicing the tracking information, which is usually done in the CRM or analytics system by using segmentation or reporting options.
Raising the Bar
On the complex end of the integration scale is the option to automate complex “closed-loop” marketing campaigns. With closed-loop marketing, everything is automated and complex business scenarios have been planned out. There can also be several programs or campaigns running simultaneously.
When the business logic and email triggers have been properly set up, campaigns can happen automatically. While the actual integration is not that complicated, the business process usually is. Closed-loop marketing requires that you have a plan and know exactly each step it takes to complete your campaign. Often the biggest hurdle to achieve closed-loop marketing is planning – it requires for the entire process to be planned and the proper triggers to be in place for the automation. In my experience, this is often not the way one-to-one marketing programs operate. However, getting out of the “reaction” mode to the planning mode is a huge step towards closed-loop marketing.
This is a quick overview of Email + Web Analytics + CRM integrations. Keep your eyes open for our latest whitepaper, Integrating Email + CRM + Web Analytics: How to Build a One-to-One Marketing Machine, to learn more (and to see where you stack up). The good news is that we’re ready to help you no matter what stage is next for you!
Jessica Koch
Integration Consultant
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