Demandbase today announced the availability of a Real-Time Company Identification Module for Google Analytics to measure, analyze and optimize integrated data from online marketing campaigns.
The new solution provides B2B marketers with previously available information about the companies visiting a web site, as well as new ways to view, analyze and segment web traffic. This includes the ability to report traffic and behavior based on specific companies, industries, company sizes, revenue bands and CRM-based account status.
“Web site activity and engagement is emerging as the single biggest predictor of buying intent,” said Chris Golec, Founder and CEO of Demandbase, in a company release. “While web analytics tools like Google Analytics are widely used by businesses to measure general web traffic, they currently fall short of their full potential for B2B. Stand alone analytics tools are great at reporting overall page flows, click metrics and campaign volumes, but B2B marketers view traffic differently than B2C marketers to understand buying signals —looking at company patterns to determine how target accounts or even how industries are behaving.”
Demandbase provides Google Analytics with previously unavailable information about a web site visitor’s company, including industry, size, location, revenue and customer status. Google Analytics then uses the attributes delivered by Demandbase to identify and segment corresponding visitor page flows to provide customers with a better understanding of how specific accounts and segments interact with a company’s web site. This integration enables marketers to report site metrics by account, and provide sales teams with the information necessary to close the sale.
In addition to web analytics tools, Demandbase says that its platform can help improve marketing efficiency and performance of web chat, web forms, marketing automation, content management and CRM systems.
Golec added: “By integrating Demandbase into Google Analytics, marketers can zero in on the highest-value traffic and deliver campaigns targeted to the accounts that matter most to the company’s bottom line.”
