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Marketing Analytics

B2B marketers have become more data-driven as they strive to track marketing’s performance. This section highlights tools, functionality and solutions for gathering intelligence about the buyer’s journey and applying that knowledge to marketing campaigns.

Lattice Data Cloud Offers Source of Predictive Buying Signals

Lattice Engines announced the Lattice Data Cloud, which is designed to bring together web, social and proprietary buying signals to deliver predictive insights to marketing and sales. The Lattice Data Cloud combines information from tens of thousands of data sources, millions of web sites, dozens of social sites and in-depth…

Almost One Quarter Of Marketers’ Emails Never Reach Inboxes, Study Reveals

Nearly one quarter (22%) of marketing emails sent during the first half of 2013 with subscribers’ permission never reached their inboxes, according to the Inbox Placement Rate Benchmarks Report from Return Path, an email intelligence solutions provider. Based on a sample of nearly one trillion messages sent worldwide, the report…

B2B E-Commerce U.S. Transactions Total $559 Billion

B2B companies are increasingly adopting e-Commerce as a means of marketing and selling their products and services, according to a BtoB Magazine report titled: “The Emerging Role of B-to-B E-commerce.” The online survey was sponsored by SAP’s Ariba, Inc. and conducted in March and April with more than 220 marketers.…
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More Spending On Analytics, Data Management, Accenture Study Finds

According to a report from Accenture, 40% of top marketing executives don’t feel prepared to meet their objectives, citing inefficient business practices among the top impediments to performance. In response to these concerns, executives reported that they are shifting their investments to analytics to measure the changes in demand for…

Visual Analytics: New Maps For Data-Driven Marketing

Data analytics has never lacked for coordinates. Filling a spreadsheet with lead scoring algorithms, customer retention costs or predictive conversion metrics is second nature for most B2B marketers. While the coordinates have provided an embarrassment of riches, the accompanying cartography has been barren. However, analytics is about to get a…
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MarketingSherpa Unveils Results Of The Marketing Analytics Benchmark Study

MarketingSherpa, a research firm, released its 2013 Marketing Analytics Benchmark Report, which explains how marketers are justifying their marketing decisions and proving the return on marketing investments, according to a company release.  In the report, MarketingSherpa found that although 40% of marketers have an average amount of data, approximately 50%…
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