CRM, Web Analytics, and Email Marketing are each powerful tools to better understand your audience. Put them all together and tada! you’ve got a powerful one-to-one marketing engine. When sales and marketing technologies are integrated, marketers can identify the effectiveness of their website copy, whitepapers, webinars, and other online efforts through conversion rates. Enhanced prospect segmentation and targeting results in increased personalization, targeted relevancy, and deeper visibility into conversion rates and campaign return.So where do you reside on the marketing integration spectrum? Take the quiz below and keep track of your score.
SELF-IDENTIFICATION QUIZ
Choose the answer that best describes you and your organization. Keep track of your total points to determine where you are on the integration continuum.
1. MY EMAIL MARKETING COMMUNICATIONS:
- Are linked, tracked, and measured in conjunction with my web analytics package (2 points)
- Are automated and provide me with complete closed-loop reporting on every individual that is engaged with my company (3 points)
- Drive traffic to my site, but don’t provide much analytical insight (1 point)
2. MY WEBSITE STATISTICS:
- Provide detailed reports about individual site visitors (3 points)
- Are aggregate statistics of my website’s popularity and performance (1 point)
- Measure my website’s popularity and performance by segments or groups of visitors (2 points)
3. MY WEB ANALYTICS TOOLS CAN BE DESCRIBED AS:
- A standard implementation of a major web analytics software package such as Omniture, Webtrends, or Coremetrics (2 points)
- A web analytics package such as Google Analytics (1 point)
- A customized web analytics software package with a high-end vendor like Omniture, Webtrends, or Coremetrics (3 points)
4. MY MARKETING METRICS AND REPORTING RESEMBLE:
- An out-of-the-box solution that includes information like website visitors, page views, top pages, and referring traffic sources (1 point)
- A complete individual customer profile report, including number and frequency of website visits, campaign responses, and areas of interest (3 points)
- A customized report tailored to my specific business requirements and Key Performance Indicators (KPIs) (2 points)
5. AFTER A MARKETING CAMPAIGN, I:
- Reflect on a specific period of time within the campaign, what happened during this time, and why (1 point)
- Study past consumer behavior to prioritize and optimize future marketing campaigns (2 points)
- Establish automated remarketing campaigns to reengage prospects that abandoned the buying cycle (3 points)
6. I FIND SALES AND MARKETING INTEGRATION CHALLENGING BECAUSE:
- The data I need is in disparate systems, I need more technical expertise to make my integration worthwhile, and I don’t have the automation required to take action on my web analytics data (2 points)
- I’m trying to find the most effective way to synchronize my data and maintain a database of record, and I’m committed to continuous program monitoring and improvement (3 points)
- It’s time consuming to learn new technologies in addition to my other responsibilities, my budget is tight and integrated technologies can be expensive, I’m not an online marketing expert, and I don’t have a complete view of my consumer engagement (1 point)
Now that you’ve taken the quiz, use your score to find out where you fall on the integration spectrum by downloading our Integrations Guide. Check out if you are a beginning, intermediate, or advanced marketer – we’ll even give you tips on how to improve!
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