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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.

Xactly Implements Full Circle CRM To Boost Marketing Performance

Full Circle CRM, announced that Xactly, a provider of cloud-based incentive compensation and performance management solutions, as its latest customer to implement the Marketing Performance Management application for Salesforce.com. The application provides Xactly with the tools to effectively measure the value of individual marketing and sales campaigns, maximize its marketing…

Lattice Engines Introduces Predictive Lead Scoring App

Lattice Engines has introduced Lattice Predictive Lead Scoring, which uses predictive analytics to identify and prioritize sales-ready leads. The application is designed to help marketers become familiar with common buying signals, according to company officials. “Lead scoring is the next frontier for predictive analytics in marketing,” said Shashi Upadhyay, CEO…

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…
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